Amura

The packaging design for Amura designed by HUMAN is absolutely captivating, so we decided to take a closer look in this Curator’s Insight. The idea of creating a fictional land where monkey warriors protect the cacao instantly brings a rich narrative to life, connecting the product to ancient Mayan mythology. This blend of historical reverence with modern luxury feels not only unique but incredibly immersive.

The use of monkey imagery is key here—it goes beyond the mere visual, tapping into the sacred role monkeys played in Mayan culture as guardians of cacao. The packaging communicates a deeper connection between nature and mysticism, evoking a sense of awe and discovery. By visually referencing this mythological relationship, the design cleverly makes the product feel more precious and rare, as if it’s been guarded and nurtured through time.

What’s particularly clever is how the “monkey warriors” are portrayed. Instead of just animals, they are protectors—an elevated, almost regal take that feels luxurious. This not only appeals to the consumer’s imagination but also to the premium nature of the product itself. It makes me feel that you’re being invited into an ancient, sacred world where cacao is not just a commodity, but a treasure. The packaging itself becomes a portal to this enchanting world, adding layers of mystery and exclusivity to the product.

From a creative standpoint, I love how the design brings in elements of ancient art and mythology while maintaining a modern, sophisticated appeal. The balance between these two worlds—ancient and modern—feels seamless, which is a rare and valuable achievement in packaging design. The bold storytelling, combined with the luxurious visual execution, turns the packaging certainly wows me.