Insuperlabel Massimiliano Indelicato

This project draws inspiration from the city of Milan—the birthplace of the brand—an ever-evolving place known for its forward-thinking spirit, mirroring the attitude of KIKO Milano itself.

In capturing this connection, Massimiliano Indelicato describes being struck by the beauty of Art Nouveau windows. Those small, colored glass panes, shimmering as they catch the light, became his source of inspiration, leading him to recreate this luminous effect on his label.

The window—symbolically opening onto something new—evokes the excitement of unboxing. Meanwhile, the interplay of colors across the surface subtly recalls the iris of an eye, the defining element of a gaze. This chromatic versatility imparts a luminous and vibrant appearance to the packaging.

At the bottom of the label, the infinity symbol takes shape through the phrase, “Learn about our commitment to a sustainable future”, clearly referencing the circular approach to sustainability.

Finally, enriching this project further is the variable-data printing technique, which applies color variations to certain CMYK elements on each label, rendering every label uniquely distinct.