The heritage of Campari has inspired a new range of limited-edition labels that have been introduced on bottles available in the UK.
They feature a 1933 sketch that Italian Futurist artist Fortunato Depero made for a Campari pavilion and bar proposed for an international exposition in Milan but never built.
Originally in black and white, the image has been brought to life with bold colours to tie in with 2015 being the United Nations’ International Year of Light and Light-based Technologies.
Campari worked with Francesca Valan, an Italian colour expert and consultant, to devise complementary colour schemes to generate maximum contrast.
The three versions see orange matched with cyan, magenta combined with lime green, and purple contrasted with yellow, all of which result in a standout effect similar to that of a neon sign. The redness of Campari itself as a prominent background colour allows Depero’s sketch to jump out further.
It is the latest limited release in the Art Label project launched in 2010 to celebrate the brand’s 150th anniversary. It is the second time that the labels have featured the work of Depero who also designed the Campari soda bottle.
Ben Pick, senior brand manager for Campari in the UK, said: “The new labels are once again a tribute to Fortunato Depero, a truly remarkable artist with long-standing links to the brand.
“The aim of this year’s labels was to reinterpret an art movement in a new and original way as well as pay homage to the brand’s tradition, celebrating its historic artistic connections.
“Using powerful and striking colours, Campari has strived to add an element of unexpected and intrigue into its iconic brand and thoroughly recognisable bottle.”
Francesca added: “Fortunato Depero is an artist I have the upmost respect for and it was a pleasure to help bring his design to life, giving it an unanticipated twist. The colours used add a graphic 3D dimension, even in small scale.”