PUNT E MES YES

PUNT E MES YES

PACKAGING VIS

sector spirits
market Italy
unit Mad-e Packaging Ecosystem

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.

Packaging

  • Visual Identity System