Vitoni is a new ready-to-drink light aperitif inspired by traditional Italian spritz of the 1950s. Identity and Art direction by Carosello Lab. The Vitoni logo is set in Krana Fat, paired with Nordfor most copy, and Plaak 2 Griffon as the secondary typeface. The website uses Poppins for body copy.
Made only with white wine and tonic water, its authentic taste is perfect to be enjoyed as the lighter alternative to usual spritz. As part of our strategic consultancy we formulated a straightforward insight: Vitoni values lightness above all: lightness of spirit, of heart and of taste. This concept allowed us to better define the brand essence and its positioning on the market as the Aperitivo Leggero Italiano (the Light Italian Aperitif).
After this analytical preliminary phase, made in close collaboration with the client, we synthesized Vitoni’s identity and core values into visual and verbal expressions. The label presents the vintage heritage of the brand, presenting it to a young audience sensitive to design, health, authenticity and quality. The simple and clean design, with a touch of retrò aesthetic, creates a bold personality that stands out in today’s crowded communication landscape.
Aside the brand identity and its manifestations, CAROSELLO conceptualized a communication strategy named Quartiere Aperitivo, Vitoni’s guide to the coolest neighborhoods in Italy and Europe. To launch this journey, CAROSELLO produced the imagery and copywriting for the first chapter, Milano Navigli.