THIS IS YES, READY TO DRINK BY PUNT E MES.
Punt E Mes, the 60s’Turin legend of aperitif, becomes YES, a new ready to drink soda cocktail that enriches the Carpano line of drinks to go with its unique personality.
As any other Carpano product, Punt E Mes, is part of the great Turin tradition of aperitif: an historical product, based on the famous vermouth born in 1786.
YES is the son of our days: born from the needs for safety which are transforming the very social and all-Italian ritual of aperitif.
The name YES is historical as well:
it comes from the vintage TV communication of Punt E Mes, that since its origin,
in 1960, through beautiful foreign girls and aspirational consumption scenes, identifies in this drink the paradigm of Italian life-style in the world.
The positioning was expressed by the claim-jingle
APPUNTAMENTO YES, APPUNTAMENTO DI PUNT E MES.
The project was about combining the VIS of Carpano ready-to-drink cocktails,
based on the family’s heraldic shield, with the extremely distinctive 1960s graphics of Punt E Mes.
The result turned the vintage graphics of the MI-TO and Negroni VIS, into a background texture that welcomes the Punt E Mes code with perfect dissonance.
Today, this classic comes in a six-pack where primary and secondary packaging tell two contiguous but stylistically different stories:
the seventeenth-century and baroque of Carpano and the sixty of Punt E Mes.
Particularly noteworthy: the famous graphic sign of the point and a half on the red cap of the bottles.
Visual Identity System