Campari New Look Launch Party at W Hotel

| July 2, 2014
Mr. S.T. GAN, Managing Director of Independent Wine & Spirit (Thailand) Co., Ltd. with celebrities and socialites celebrated Campari’s new look at Woo Bar, W Hotel Bangkok.
Campari, the world-renowned beverage and classic symbol of 

Italian style and culture, has undergone a makeover. The revamp is the next chapter in the

ongoing mission to modernise the premium brand and reflect its status as a contemporary 

icon. A sophisticated new bottle shape and new silver foil and glass embossed logo perfectly
capture the understated elegance of the best-known ‘red spirit’ in the world. The restyling exercise was conducted by Claessens International, a leading agency based in
London which specializes in design and brand consultancy. The consultancy, which has a long-standing partnership with Campari, was tasked with developing a new look which
communicates the charisma and passion of the premium brand in a contemporary and authentic way.

From Left: Vachini Krairiksh, Mr. S. T. GAN (Managing Director of Independent Wine & Spirit Thailand), Kratae Supaksorn, H.E. Mr. Francesco Saverio Nisio, Ambassador of Italy, Pitta Na Patalung, Wichi Leelawatanasuk, Wallop Oboonnsakul

The result is a lesson in chic and stylish design. The new bottle design boasts a longer neck, sleeker shoulders and elegant waist that scream sophistication both on shelf and in the hand, whilst the premium glass embossing endorses the brand and creates a unique, ownable bottle. Silver foil treatment updates the Campari logo and adds a refined, modern feel, while the label in the front panel of the Campari bottle has been reduced for greater standout. The text and visual details of it compliment the overall sophisticated style of the brand and the clarity of the details and the freshness of the colours brings a greater modernity to the brand. A bold statement of origin in Milan gives provenance and authenticity.
The smaller, sharper label has been designed alongside the bottle to create the perfect balance and equilibrium of contemporary style and sophistication, whilst retaining the instant
recognition of Campari.
Since it was first created in 1860, Campari has always communicated using the graphical language and stylistic tones of the period, anticipating trends and establishing itself as an icon of fashion and style. From listening to opera and chamber music, generations have passed through to the rhythms of swing, rock, house and lounge music: always there, Campari has always been on the scene.
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About the Author:

Current: Editor of, Managing Director at dp-Studio Co. Ltd. Past: Lecturer, Instructor at School of Architecture King Mongkut University of Technology, Architect at RNL Architect, Architect at Roth Sheppard Architects Education: School of Architecture Chulalongkorn University Bangkok Thailand (B.Arch) School of Architecture University of Arizona USA - School of Architecture University of Colorado, Denver USA (M. Arch)
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