How we picked Verre's yellow

Luca wanted the box to be the thing people photograph. That meant the colour had to hold up under a phone camera and under shop lights at the same time.

Forty chips on a window

We printed forty yellows on the real board and taped them to the inside of the shop window in Milan for a week. Half of them went green under the shop lights. Eleven turned grey in photos taken on a phone.

By Thursday we had three left. We photographed each one next to the bottle, in daylight and at night, and sent Luca the pictures without saying which was which.

The one that stayed

He picked the warmest of the three. It is slightly warmer than it looks on screen, which is why the website uses a separate value.

The print yellow and the screen yellow sit side by side in the brand guide, so nobody tries to match them by eye.

The cobalt box came last. Once the yellow was fixed, the blue only had to make it look brighter.