By oscangunduz
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August 9, 2023
Italian apéritif Campari has revealed an ‘evolutionary redesign’ of its bottle, inspired by its home city of Milan. The new bottle has been created as a ‘visual ode to Milano’, taking aesthetic cues from each element of the Italian city’s culture. The Campari bottle has been changing shape and evolving alongside Milano, drawing continuous inspiration from the city, since its creation in 1860. The vibrant iconic apéritif was first sold on draft in vats and served in decanters, before adding a brand label in 1888 and finally featuring the brand logo that is recognisable today in 1912. The Campari bottle has featured its birthplace of Milano since 2006. First, it was displayed on the label of each bottle, before being decorated with elegant, embossed details that “highlight its charm” in 2013. Then, in 2016, the brand refined the label “to bring to the foreground Campari’s authenticity, modernity, and sleek design”, affirming its “credibility and roots” and embracing the vibrancy of Milan. Now in 2023, Campari has introduced a ‘significant development’ in the bottle’s design, which puts Milan “at the heart” of every bottle. This bottle redesign, the first for the brand in 10 years, aims to be a visual homage to the city. As part of Compari Group’s commitment to reach its sustainability target of achieving zero net emissions by 2050, new sustainability criteria in its packaging design and development are being introduced. As such, the company has assessed and measured the new Campari bottle against three criteria: weight optimisation, maximisation of recycled content, and full recyclability of the materials. All efforts have been placed in balancing premium and innovative design with the reduction of environmental impacts Over the next months you will see the roll out of the new bottle in our markets.