See The Elephant

Crafted with a curated blend of the finest botanicals and herbs, See The Elephant is an emerging Italian amaro brand that offers a fresh perspective on a time-honored spirit. While amaro has been a beloved liqueur in European culture for centuries, the category has recently experienced renewed interest among modern consumers worldwide. As an up-and-coming brand within the spirits industry, See The Elephant is uniquely positioned to cater to the young professional and budding amaro enthusiast seeking an experience that breaks with tradition.

Most established amaro brands lean heavily on heritage and time-honored aesthetics. In contrast, See The Elephant was conceived to disrupt and redefine expectations. With a striking, iconic package design, a compelling backstory, and a commitment to superior quality, the brand is carving out a niche in an increasingly saturated market. For over four years, it has gained recognition across the industry, earning numerous awards, features in leading publications, and endorsements from tastemakers and influencers. This success is not only due to its distinctive visual appeal but also to the amaro’s exceptional flavor profile, which balances traditional depth with an inviting freshness.

As a devoted fan of amaro, developing See The Elephant was a unique journey of immersion and collaboration. From extensive tastings to in-depth explorations of the amaro market, I approached the brand as both an outsider and an enthusiast. I was involved in every aspect of its development—from package design and photography to creative direction—working to ensure that each visual and written element conveyed the founders’ passion for this exceptional product. This hands-on approach allowed me to shape a brand that feels as genuine and inspired as the amaro itself, appealing to both seasoned amaro drinkers and a new generation of aficionados.