Campari looks to Milanese architecture for its new brand identity

Campari’s new identity is first visible on the label, which has been reduced in size “to allow Campari’s bright and unique red colour to emerge”, Robilant’s Creative Director Molinaro explains. It seeks to spotlight the Campari Milano brand by elevating the founder’s signature, indicating “craftsmanship and authoritativeness”, he adds.

Just as Milanese courtyards are often hidden behind “elegant austere facades”, Molinaro says the “compositional depth of the label can only be perceived with a close and sensitive look”.