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Campari set for modern makeover
By Chris CoxCampari has unveiled an updated logo and new bottle as part of its ongoing process to modernise the “icon of Italy.”
Campari has developed a new bottle shape with a longer neck and smoother shouldersA longer neck, smoothed shoulders, premium glass embossing and reduced label-size are designed to help the bottle stand out on shelves, while a silver foil treatment adds a “refined and modern feel” to the logo.
“With this stylish makeover Campari further establishes its position as an ‘Icon of Italy’,” said Andrea Conzonato, chief marketing officer for 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 Italian company intend for the reshaped bottle and new silver foil and glass embossed logo to help reaffirm the “understated elegance” of the 153-year-old aperitif, emphasising the traditional values of the brand while also staying fresh and up to date.
The restyling was carried out by London-based Claessens International which was charged with the task of developing a new look for the premium brand’s products while remaining instantly recognisable as Campari.
Last Autumn, Penelope Cruz was unveiled as Campari’s calendar girl for 2013 as the company sought to move towards a more sophisticated and modern look.
The new bottle will hit the shelves of the European, African, US, and Asian Pacific markets in May.