Amati

An identity designed to bring an ancient Andean secret to the world

AMATI was born with the mission to rescue the consumption of ancient Andean grains, but to introduce its new products to both national and international markets, it needed a visual evolution. The project brought together strategy, brand design, and packaging to elevate a highly nutritious superfood into a premium, border-breaking brand capable of sharing its ancestral secret with a global audience.

Project Scope

  • Brand Strategy

  • Rebranding

The Challenge and Strategy

  • Visual System

  • Packaging

  • Art Direction & Photography

  • Cultural Storytelling

AMATI had a powerful product offering centered around the immense health and nutritional benefits of ancestral grains like amaranth. However, its growth and desire to cross geographical borders required a much stronger, premium brand structure. The challenge was to create an identity capable of organizing a growing portfolio—spanning from flours to beverages—while elevating the perceived value of the product for international consumers.

We defined a strategic direction anchored in the concept of "The Andean Secret," balancing the rich cultural heritage of the ingredients with a clean, modern aesthetic. This framework guided the development of a flexible visual system designed to highlight the purity of the ingredients, create consistency across different packaging formats, and educate the consumer on the nutritional power of the grains.

The strategy aligned AMATI’s deep-rooted purpose with its ambitious business objectives, transforming a local superfood into a scalable, world-class brand.

The Solution

We developed a vibrant and elegant visual identity that gives the brand character, clarity, and room to expand. The system combines a refined serif wordmark with a rich, expressive color palette and striking art direction—where ingredients like seeds, fruits, and chocolate are arranged in precise, geometric patterns inspired by Andean textiles.

Every asset, from the intricate packaging details to the educational "Did you know?" messaging, was designed to create continuity across the entire product line. The result is a coherent, distinctive identity that proudly positions AMATI as a premium nutritional choice ready for the global market.