Campari unveils limited edition 2014 Art Labels

Campari has unveiled a collection of three limited edition artistic labels inspired by Italian futurist artist, Fortunato Depero.

Campari has unveiled a collection of three limited edition art labels that will initially be launched in Italy in May

The Art Labels are a modern interpretation of several pieces of work by Fortunato Depero, one of the artists of the Furturist movement, which has been associated with Campari for some time.

“The new Art Labels want to be a tribute to a great artist, Fortunato Depero, who worked extensively with Campari and produced truly unique works of art, connected with the brand by an unbreakable bond,” said Andrea Conzonato, chief marketing officer at Gruppo Campari.

Inspired by a black and white ink sketch made in 1928, the first label is presented on a green background and was a graphic study made for Campari that has been revisited and re-coloured.

The second label is presented on a yellow background and portrays a Depero collage that dates back to 1927. The original collage is kept in the archive of the Galleria Campari collection.

It is said to represent “the pleasure and passion of enjoying a Campari”, which is portrayed in the character’s heart that is coloured as the liquid in the bottle.

Meanwhile, the third and final label in the collection presented on a purple background, is an interpretation of an illustration by Depero from 1928 that portrays a man drinking during a Campari tasting.

“Much of the artist’s production is kept at the Galleria Campari collection and is a piece of art history and of the company’s communications,” added Conzonato.

“The aim is to pay homage to the brand’s tradition and celebrate it in a new and original way by reinterpreting an art movement that still today is contemporary and very modern.

“Thus, Campari wants to present its consumers with a special collection that is a testimony to the strong innovative nature of the brand.”

The Campari Art Labels will be launched in Italy in May before a global roll-out thereafter.