Amù, amore bio

A brand from Blooster, a website that had to feel grown, not assembled.

Amù is the organic line of AgriAmbiente Mugello, a cooperative that has farmed the hills north of Florence since the seventies: milk, buffalo mozzarella, yogurt, pasta from ancient grains. Blooster gave it a name, a logo drawn like a blob and packaging in full colour. Our job was to carry that onto the web without turning it into a template with a nice logo on top.

So the rule became: organic, literally. Sections end in a wave, never in a line. Photos sit inside blob masks. Products stand on a puddle of their own pack colour. One warm cream holds everything together and the brand’s red, olive, blue and green arrive as whole fields, one per story.

Drawn by hand, then animated, so the site feels alive before you read a word.

We drew a small family of marker-style illustrations for the things the cooperative talks about: a watering can for experience, a world held by a heart for sustainability, roots for the Mugello, mountains, a hug for the farm visits, a sun that turns next to the headline, pasta shapes and a milk churn for the products.

The ones that carry a story were then animated and exported as Lottie: the can tips, the roots grow, the heart beats. They are light enough to play on a phone and they only move when they enter the screen. The motion is slow on purpose. The brand line on the home page is “Mugello vita lenta”.

One condensed display face, set like a poster from a village fair.

We set the titles in Rainer, tall and condensed, with letters jumping between two heights: RIVOLUZIONE!, COOPERAZIONE, CREDIAMO IN BIO. It turns the cooperative’s history page, which starts in 1968 with sharecroppers buying their own land, into a row of protest posters over black-and-white archive photos.

Around the titles, short lines run on a curve: around a blob, over a photo, under a product. On the home page the three brand values, Bio, Equo, Locale, are built from one giant initial each, with the rest of the word and the sentence tucked beside it.

The phone version is a second layout, not a squeezed first one.

Most visitors meet Amù on a phone in front of a shelf, so we gave the small screen its own decisions. Curved headlines break onto two arcs instead of shrinking. Product puddles move above the text and the pasta-shape illustrations slide next to the product name. Blob masks and wave dividers are redrawn per breakpoint so they never stretch, and the hero animation has its own mobile composition.

The pages are built in WordPress with Oxygen: no theme underneath, every section made for this site, and the cooperative edits products and experiences on its own.

Amù does not sell online. The site’s job is to get you to the right supermarket.

The page “Dove trovarci” asks for one thing, your postcode or town, and answers with the shops that stock Amù, nearest first: Coop, Conad and Pam stores, the cooperative’s own outlets, a bar in Luco di Mugello, each with a link to Google Maps. No map to pan, no pins to tap with a shopping bag in the other hand: a field, a button, a list.

We wrote it as a small custom plugin for this site. It reads the shops the cooperative keeps in the WordPress admin, matches the postcode, sorts by distance and prints plain markup that takes the site’s type and colours. Adding a shop takes a minute and needs nobody’s help.