Campari Soda

Ten years after it was last restyled by our branding agency, Campari Soda, the Italian aperitif, has been given new iconic appeal, combining the brand’s heritage and an avant-garde approach.

The branding project took its cue from a detailed and in-depth examination of the brand’s visual image, its prestigious history and its considerable profile in the collective imagination of consumers, and reviewed all this using a visual and graphic language that is worthy of the world’s most prestigious spirits. The brand’s new visual identity capitalises on iconic features – the logo, the bottle, the cap, the brand’s trademark red and white colours – crystallised in an identity that embraces and incorporates the brand’s key messages – the date and place it was founded, the recipe, the founder, consumption rules and rituals – and gets them to ‘synchronise’ with the brand as a graphic and integral part of it.


The challenge posed by this branding project was to take on board a great legacy and translate it into a light-hearted language, a playful identity in keeping with the brand’s mood, orienting it towards the future without being sidelined by vintage constraints or nostalgia; on the contrary, using the past as a springboard to launch it towards the future.’

Whilst respecting Campari Soda’s personality, the new identity is bright and charismatic, both Italian and international, familiar and sociable; in short, a true ‘Made in Italy’ icon. It’s a new tribute to Italian art, corporate savoir faire and design.

A combination of brand’s heritage and an avant-garde approach. The future is written in the past.