Amour Amer is a curated Provençal deli and wine shop located in the heart of Amsterdam’s Jordaan district. Conceived as an "extension of the living room," the identity seeks to create a communal anchor for locals – a space where the rugged spirit of the South of France meets the editorial sophistication of the canal belt.

The project features a comprehensive visual system that balances high-contrast serif typography with a characterful monospaced secondary typeface. From the impactful illustrated window foils to the layered, tactile menus, every touchpoint was designed to feel storied and intentional. By combining hand-drawn botanical motifs, graphic doily textures and a muted yet warm colour palette, the design immerses the visitor in a poetic atmosphere where Provence hides its mysteries behind the obviousness of its beauty.