Sometimes a bottle can say as much about a spirit brand as the liquid inside it. And sometimes, a place can define the brand equally as well.
This is what Campari believes, as they have cited its home city of Milano as the inspiration for its new bottle design. Exploring the concept of shared history, as they have been united by innovation and a pioneering spirit.
Beginning in 1860, the brand believes that it, as much as the city that houses it, is the result of a combination of modern and historical, classical and pioneering, entrepreneurial and enjoyable.
“We wanted to pay homage to Milano, its resourcefulness and its excitement, traits that deeply bind it to the spirit of our brand,” explains Julka Villa, Campari’s Global Head of Marketing –
The new bottle, inspired by Milano, reflects the sleek, minimalist fashion and contemporary design that the city is known for – it is a visual homage to the city, combining effortlessness and understated elegance, just like Milano itself.
The direction of the lines, with a modern and direct cut, symbolize the journey of the Aperitivo ritual from Milano to the rest of the world, leading the eye to the city’s name in the centre of the bottle. In addition, the dynamic movement and the tapering of the lines reflect the vitality and transformation over time that Milano and Campari have undergone together, from the past to the future, with an innovative and forward-thinking approach.
And it is precisely in this last art form Campari’s love for the city comes to fruition through its support to the City of Milano and the reopening project of the historic Cinema Orchidea located on Via Terraggio, a few meters from the Basilica of Sant’Ambrogio. After over 60 years of service and its definitive closure in 2009, it will again become an important centre as an audiovisual and cultural reference point.
For more information, go to campari.com