Blu Mediterraneo – Le Amalfitane

“Blu Mediterraneo” is a packaging design and creative direction project developed for the brand Le Amalfitane, which interprets the spirit of Italy’s Amalfi Coast through fashion accessories, Italian craftsmanship, and visual storytelling.

The project revolves around the “Mar Mediterraneo” silk scarf, a Made in Italy product inspired by the ancient routes of the Mediterranean Sea, its deep blue waters, sailing ships, legendary sea creatures, and rich symbolic heritage. The goal was not simply to create packaging, but to craft a discovery experience that transforms the scarf into a narrative object to wear, cherish, and collect.

The packaging was conceived as a ritual, with every element designed to enhance the perceived value of the scarf while telling a story rooted in place, materiality, and identity.

The box is made from Fedrigoni Freelife paper, selected for its tactile quality and its expression of a more conscious, contemporary approach to luxury. Inside, a ceramic mermaid tail created by Arcea Ceramics brings the project’s imaginative world to life while celebrating the ceramic-making traditions of the Amalfi Coast. A scarf ring crafted by Conte Gioielli, a historic Neapolitan jewelry house established in the 1800s, adds another layer of refinement, transforming the accessory into a symbol of craftsmanship and cultural heritage.

“Blu Mediterraneo” is a collaborative project where branding, art direction, packaging design, and storytelling come together to build desirability, brand recognition, and cultural value. It presents the Mediterranean not merely as an aesthetic inspiration, but as a rich visual, emotional, and artisanal legacy.