{"id":844764,"date":"2025-07-05T12:20:52","date_gmt":"2025-07-05T10:20:52","guid":{"rendered":"https:\/\/www.milk-food.de\/project\/amicelli\/"},"modified":"2026-06-01T00:47:14","modified_gmt":"2026-05-31T22:47:14","slug":"amicelli","status":"publish","type":"project","link":"https:\/\/www.milk-food.de\/en\/project\/amicelli\/","title":{"rendered":"Amicelli"},"content":{"rendered":"\n

Services<\/p>\n

\n\t\t \n\t\t\t\tBrand development & strategy <\/a>\n\t\t \n\t\t\t\tFood Branding & Corporate Design <\/a>\n\t\t \n\t\t\t\tFood Packaging Design <\/a>\n\t\t <\/div>\n<\/div>\n\n

The new Amicelli packaging is based on a clear reduction in design. Complex visual elements have been consistently removed to create space for the essentials: the brand, the emotion and the product. <\/p>\n\n

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The visual language is calm, structured and deliberately restrained – a conscious step towards premiumization and modernization of the brand image.<\/p>\n\n

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Elegance through simplification<\/h2>\n\n

The redesign focuses on harmonious surfaces, targeted color contrasts and a minimalist composition. The new look presents the brand in a tidy, elegant and modern way. The restrained ornamentation – such as the gently curved lines and squiggles – ensure a subtle brand image without visual overload. <\/p>\n\n

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Less is more – redesign with focus<\/h2>\n\n

The muted shades – milk, hazelnut and cocoa cream – remain, but the calmer composition makes them more present and elegant. The striking packaging shape and the focused new look make Amicelli a uniquely sensual brand experience. <\/p>\n

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Do you also fancy a moment of pleasure with MILK.? Let’s talk.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Your moment – now even more clearly staged.<\/p>\n","protected":false},"author":1,"featured_media":844680,"template":"","project_food":[861],"project_client":[860],"project_type":[1646,1647],"class_list":["post-844764","project","type-project","status-publish","has-post-thumbnail","hentry","project_food-confectionery","project_client-b2c-en","project_type-explore","project_type-create"],"acf":[],"yoast_head":"\nAmicelli - Packaging design for premium wafer cookies | MILK.<\/title>\n<meta name=\"description\" content=\"MILK. developed an elegant packaging design for Amicelli with an emotional moment of pleasure, a high-quality brand effect and clear premium positioning at the POS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.milk-food.de\/en\/project\/amicelli\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amicelli\" \/>\n<meta property=\"og:description\" content=\"MILK. developed an elegant packaging design for Amicelli with an emotional moment of pleasure, a high-quality brand effect and clear premium positioning at the POS.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.milk-food.de\/en\/project\/amicelli\/\" \/>\n<meta property=\"og:site_name\" content=\"MILK.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MILKDESIGNLAB\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-31T22:47:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.milk-food.de\/wp-content\/uploads\/2025\/07\/MILK-REF-Amicelli-1.836-Relaunch-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1152\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.milk-food.de\\\/en\\\/project\\\/amicelli\\\/\",\"url\":\"https:\\\/\\\/www.milk-food.de\\\/en\\\/project\\\/amicelli\\\/\",\"name\":\"Amicelli - 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