Carpano Botanic Bitter - Packaging and Visual Identity System

Carpano Botanic Bitter


sector: spirits
market: Italy – International
business unit: Mad-e Packaging Ecosystem


The prelude to the realisation of the visual identity system for the launch of Carpano Bitter was the creation of a brand positioning statement.

Indeed, it was asked to produce total storytelling of Carpano brand, able to encompass all the vermouths and Punt&Més, identifying the lowest common denominator.

History, originality, Piedmontese soul, and a vocation for an uncompromised quality turned out to be the key elements which all the products of the range Carpano had in common.

Those elements helped to identify the concept BOTANIC as the main descriptor of the product.

The new Visual Identity System interprets the centuries-old tradition in a modern way: the heraldic shield, the chromatic contrast between red and the special blue recovered from ancient labels, the use of different fonts, all of this becomes the narrative elements that reveal Botanic Bitter in its uniqueness.


  • Positioning

  • Copywriting

  • Visual Identity System

  • Outer Packaging

  • Brand Manual