Bully Boy
Amaro Collection
role: design director
Services: packaging, illustration
Founders Will and Dave came to us to design a label for their new product — the Bully Boy Amaro. This delicious liqueur contains various botanicals with a strong citrus and grapefruit flavor. It’s perfect for an after-dinner drink. We were thrilled to illustrate, typeset, design, photograph, (and draaank) this new spirit.
The Amaro SpritzBully Boy saw such a success with the Amaro sales, that they extended the project into the world of canned cocktails. Now making it easier for the amaro fan to get the flavors they love without the hassle of buying and assembling all ingredients to craft a cocktail.
amaro rossoNext up in the amaro series is Amaro Rosso. This label was especially meaningful: Bully Boy wanted to honor the horses on their grandparents’ farm—the inspiration behind the distillery’s name.
Rosso blends traditional bitter roots and spices with botanicals like Damiana from Mexico and Bessobella from Ethiopia. A burst of bitter orange and lemon rounds it out, striking a balance between complex bitterness and sweetness.
The design challenge was giving the horse an organic, flowing feel while keeping it at home alongside the Grapefruit Amaro’s color palette and illustration style. Finding that balance was a fun little puzzle to crack.
amaro SAKURAThe latest addition to the amaro series, Amaro Sakura is a floral, bittersweet take on a classic Italian digestif, inspired by the delicate beauty of Japanese cherry blossoms.
Notes of cherry blossom and ume plum lead, layered with ginger spice, oolong tea, and a backbone of gentian root. The result is elegant yet complex, with a color palette that reflects the ingredients. Familiar hues from the previous two amaros meet a new light blue, balancing the rose tones.
Cherry blossoms bloom across the center, tracing the diagonal line that runs as a signature motif throughout the collection.
