Amaro Niente

DUDE Design creates hyper-minimalist branding for world’s first nihilistic liqueur

Clean, stripped-back design aesthetic reflects NIENTE’s dedication to ‘nothing’

Embraced by nihilistic thinkers from Nietzsche to Camus and Johnny Rotten to PJ Harvey, ‘nothingness’ has always been one of our most culturally universal concepts. In today’s world of excess, where people are urged to have, do and be everything, NIENTE – the world’s first nihilistic liqueur – has been launched with an alternative ethos: nothing is everything you need.

Handcrafted in Italy, the bitter Amaro spirit – whose name translates as ‘nothing’ in Italian – features hyper-minimalist branding created by DUDE Design, sister company of independent creative agency DUDE. Spanning the logo and packaging the stripped-back aesthetic combines a monochrome palette with clean design elements, encapsulating the brand’s bold, provocative take on nihilism.

Drawing on the universal appeal of NIENTE’s ethos – that life can be bitter, yet still funny and absurd – the bottle design is available in three different versions depending on individual markets. The three variations of the product name – ‘NIENTE’, ‘NOTHING’, and ‘无’, all meaning ‘nothing’ – are incorporated into an otherwise consistent design featuring a matte black background overlaid with white text in a minimal font and strikethrough effect.

Split into five ironically-titled sections – “Nothing to watch here’; ‘Nothing to listen to here’; ‘Nothing to learn here’; ‘Nothing to drink here’ and ‘Nothing but randomness’ – the site offers visitors a raft of intriguing, inspirational content ranging from a YouTube documentary on breatharianism (aka living on nothing but air and light) to novelist Charles Bukowski’s first-ever recorded readings – all united by a common theme of “nothingness”.

Amaro NIENTE is available to purchase in store and online from stockists in Italy.