Campari identity renewal links brand with Milan

The iconic red Italian bitter aperitif sought the help of branding agency Robilant to help update its identity without betraying Campari’s Milanese connection, the city to which it has a deep historic partnership. Referencing Milan’s architecture, the agency opted for a late art deco packaging theme, while the bottle’s label was reduced in size so the eyes of the brand’s audience could be caught by Campari’s unique bright red colour.