Crodino: Open Sunshine

Crodino  is a classic Italian non-alcoholic aperitivo launched in 1065, with a secret  recipe that’s never changed. Well known at home but little known elsewhere,  and with real heritage unusual in its category, owner Campari Group wants to  make Crodino the world's no.1, but Crodino needed a new identity to appeal to  Gen Z and fuel global growth. Today’s young consumers live in a complex world  and want respite from doom and gloom; we saw an opportuniuty for Crodino to  be the provider of little moments of joy. The ‘Open Sunshine’ creative  platform builds on Crodino’s existing brand assets and personality, with a  hint of 70s feel-good vibe, leaning into positivity and letting in the light.

At  the heart of the brand world is the bottle top. We picked out its iconic  shape and repurposed it as a sun motif, quite literally bringing the energy  of summer to every touchpoint, from POS to photography. Colliding different  font weights and styles, we created a playful typographic style inspired by  retro Italian signage.

Bold, repetitive patterns, drawn from parasol stripes  and redrawn in the Crodino bottle shape, cue an iconic era of Italian design.  Sun-bleached, golden-hour photography in Crodino’s signature yellow completes  the look, bringing the gentle humour and innate Italian style of the brand to  life.

Open  Sunshine was built to travel. Activations turn urban spaces into bright,  summery hangouts, encouraging people to break from the everyday. Our ‘Liquid  to Lips’ activations took the idea across Europe with Chiosco Crodino, a  bright yellow pop-up introducing new drinkers to the Crodino ritual. We also  tailored the identity for Italy, keeping tradition at its heart. The new look  has boosted shelf standout, and in the year of launch Crodino saw a 19% sales  uplift across EMEA (excluding Italy). Crodino has since launched in the US  and Greece, and relaunched in the UK.