Le studio de branding milanais Robilant a conçu une nouvelle identité de marque et un nouveau packaging pour Campari, rendant hommage à l’architecture milanaise avec des canettes cannelées et un « thème décoratif tardif ».
Le projet est le résultat d’une collaboration à long terme entre Robilant et Campari
Ces dernières années, le studio a renommé certains des autres produits de la société, tels que le Campari Soda 2020.
Selon Fabio Molinaro
Directeur créatif de Robilant, Campari a toujours eu une « identité forte, mémorable, séduisante et charismatique », qui a parfois conduit à une résistance au changement. Néanmoins, il a déclaré que la marque italienne d’apéritif tenait à aller de l’avant avec « passion et courage », lui permettant de « maintenir la qualité premium de la marque face à des concurrents essayant d’atteindre le même niveau ».
Pour concilier respect de l’histoire et préparation de l’avenir
Robilant s’est tourné vers Milan, ville natale du fondateur Davide Campari. Selon Molinaro, la structure de la conception de la bouteille visait à créer un « ajustement parfait et significatif avec la ville ».
La bouteille est finie avec une conception de canne nervurée
Une série de rainures parallèles étroites. En plus d’améliorer son apparence « élancée et autoritaire » pour améliorer la présence sur les étagères, il fait également subtilement référence à l’architecture milanaise, y compris « les caractéristiques stylistiques trouvées dans le mobilier architectural de la Galleria Vittorio Emanuele II et du bar Camparino », a déclaré Molinaro.
Le nouveau logo Campari apparaît d’abord sur l’étiquette
Réduit « pour refléter la couleur rouge vif et distinctive de Campari », a expliqué Molinaro. Il visait à mettre en valeur la marque Campari Milano en promouvant la signature du fondateur, signalant « l’artisanat et l’autorité », a-t-il ajouté.
Tout comme les cours de Milan sont souvent cachées derrière « des façades élégantes et austères », Molinaro dit que « la profondeur de la composition de l’étiquette ne peut être perçue que par une observation attentive et sensible ».
Pour la nouvelle police de caractères et la structure globale de la marque
Robilant a cherché à évoquer une esthétique de marque tendance. « Notre idée était de créer une nouvelle patte (étiquette en italien) pour la marque Davide Campari Milano », explique Molinaro.
La palette de couleurs de la marque a également changé
La rendant plus haut de gamme et moderne. Molinaro a décrit le nouveau bleu comme « plus élégant » et la touche dorée comme « plus fraîche et plus moderne », ajoutant que cette dernière teinte est en fait un mélange d’or et d’argent.
La nouvelle vie identitaire permet de « donner forme et substance à son attitude cosmopolite raffinée » aux points de contact de la marque au-delà du produit, tels que les publicités, les affiches et les marchandises.
💡 Ressources et références
« designweek.co.uk », via : .
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