Working with the founder of Vitoni Spritz, the Milan-based CRSL Carosello Lab collaborated to create a holistic brand campaign that came to life for the low-alcohol ready-to-drink aperitivo company. When starting the design for the packaging, the CRSL team followed a non-linear process of studying, researching and sketching to reach unexpected results.
The visual references the team were inspired by included a historical review of Italian packaging design from the 1920s to the 1960s, particularly from the sector of alcoholic drinks. Enrico Caputo, CRSL founder and creative director, says, ‘We wanted to absorb the recurrent graphic motifs, from Italian Rationalism and Art Deco to the advertisement style of the post-war years.’ Modern sensibilities were also infused into the design.
The studio often uses this approach of remixing older and newer styles. Caputo says, ‘We feel it’s important to know what came before us, and to think and design as part of a larger historical process that ultimately takes part in shaping our everyday surroundings.’
For the label, CRSL chose Tintoretto Crystal Salt ULTRA WS – primarily for its tactility. They needed to find a substrate that could withstand ice buckets, water and freezing. The use of foil and blind embossing adds a considered touch to the label,. The typeface selection, including fonts such as Nord by VJ-TYpe, Krana Fat by Schick Toikka and Plaak by 205TF, is carefully curated.
Additional components beyond the package design included naming, logo design, brand identity, web design and photography. CRSL also devised a Vitoni guide to the coolest Italian and European neighbourhoods called Quartiere Aperitivo.
Paper: Tintoretto Crystal Salt ULTRA WS