The sweet taste of bitters

Campari, the love-it-or-hate-it aperitif and the base for a good many cocktails, has undergone a makeover. The revamp is the next chapter in the ongoing mission to modernise the premium brand, which has been around since 1860, and reflect its status as a contemporary icon. A sophisticated new bottle shape and silver foil and glass embossed logo perfectly capture the understated elegance of the best-known “red spirit” in the world.
The re-styling exercise was conducted by Claessens International, a leading agency based in London which specialises in design and brand consultancy. The consultancy, which has a long-standing partnership with Campari, was tasked with developing a new look to communicate the charisma and passion of the premium brand in a contemporary and authentic way.
The result is a lesson in chic and stylish design. The new bottle boasts a longer neck, sleeker shoulders and elegant waist that scream sophistication both on shelf and in the hand, whilst the premium glass embossing endorses the brand and creates a unique, ownable bottle.
Silver foil treatment updates the Campari logo and adds a refined, modern feel, while the label in the front panel of the Campari bottle has been reduced for greater standout. The text and visual details of it complement the overall sophisticated style of the brand and the clarity of the details while the freshness of the colours adds modernity to the brand. A bold statement of origin in Milan gives provenance and authenticity.
The smaller, sharper label has been designed alongside the bottle to create the perfect balance and equilibrium of contemporary style and sophistication, whilst retaining the instant recognition of Campari.
Since its creation by Gaspare Campari more than 150 years ago, Campari has communicated in the graphical language and stylistic tones of each period, anticipating trends and establishing itself as an icon of fashion and style.
“With this stylish makeover Campari further establishes its position as an icon of Italy,” says Andrea Conzonato, chief marketing officer of Gruppo Campari. “The brand new image is one of proud confidence which perfectly conveys what it is to be a symbol of style and elegance.”
The unmistakable recipe that makes the drink so attractive has been kept secret and passed down over the generations without reformulation. The bitterness may stun at first sip, but take a few more and the taste and the aroma make this an outstanding and refreshing drink. The vibrant colour makes this drink stand out from the crowd while the intense orange and herbal aroma stimulates the senses and the appetite.
Perhaps that’s why the bright red spirit with an aromatic scent has become a famous pleasure among open-minded and cultivated drinkers who are seeking a bittersweet escape.