Niente

Amaro Niente

  • Branding
  • Motion Design
  • Packaging

Too much of everything? We designed an amaro that’s all about nothing. You’re welcome.

In a world of excess and digital noise, NIENTE offers a bold alternative: embracing nothingness. This Italian Amaro turns absence into a statement, blending nihilistic philosophy with radical minimalism, reflecting the creativity of nihilist thinkers, makers and doers from Camus to Lou Reed. Both product and metaphor, NIENTE rejects overconsumption to celebrate simplicity, absurdity, and the beauty of nothing.

A Manifesto of Minimalism.

By removing all excess, every design choice amplifies NIENTE’s paradox: standing out through absence. Inspired by punk’s rebellious simplicity, NIENTE challenges conventions and proves that, sometimes, nothing is everything.

Its radical minimalist identity turns the bottle into a manifesto — matte black, stripped of decoration, with only the word “NIENTE” in a clean, modern typeface.

The name adapts across markets — ‘NIENTE,’ ‘NOTHING,’ ‘无’ — preserving its universal concept. The strikethrough reinforces the brand’s core: removal, reduction, essentialism.

More than a liqueur, NIENTE is a liquid philosophy, inviting people to find meaning in nothingness.

Quartin Two and a half glasses of wine
Mr. Dee Still You are what you drink