THE SPIRIT OF INCLUSION, SINCE 1965
Crodino, Campari Group’s Italian non-alcoholic aperitif, is launched on European markets (except Italy) and outside Europe with a new coordinated image and a new packaging format, designed to strengthen its place in the Italian aperitif category, in a non-alcoholic version.
A surprising, rich and innovative brand proposition that, by enhancing the product’s heritage, presents itself in a contemporary and relevant way.
A product for its long-standing loyal consumers, who want to combine the pleasure of the aperitif moment with a non-alcoholic experience.
The project starts from the all-Italian origins of the non-alcoholic aperitif born in 1965 in Crodo, today number one in Italy, celebrating its Italian style and soul, its personality and its glamorous non-alcoholic aperitif proposition.
Crodino is inspired by vibrant urban culture that looks to the future with an innate sense of style, always one step ahead, and is supported by the striking, warm yellow of the liquid, alternated with the craft colour.
RBA Design designed and developed a clear glass bottle, an original design inspired by the Italian aperitif ritual, in the new 17.5cl format. The watermark sculpted into the glass, carrying clear messages about the product and the moment of consumption, conveys tradition, exclusivity and contemporary style at a glance. The label appears only on the neck, wrapping around it and bearing the words ‘Rituale Italiano’, also embossed on the glass to complete the brand story and immediately evoke the style and taste of the Italian aperitivo. Beneath the brand name is the Italian inscription ‘Dal 1965‘ (“Since 1965”), a tribute to the drink’s territorial and historical origins.
A courageous branding strategy interpreted through clear, credible and attractive design; a historic brand that is introducing itself to new markets by reclaiming its heritage, enhancing its visual assets for an increasingly international proposition.
Crodino’s new packaging identity for the international market was shortlisted and awarded at the 2022 Touchpoint Awards, winning the New Packaging Design award in the Beverage category.
