Concrete

Capo Capo

Infusing a Modern Spirit Into an Italian Classic

Capo Capo Aperitivo with fruits and disco ball

Despite the wild popularity of classic Italian ‘apperitivi rossi’ there aren’t many alternatives on the market to the old standards. This led a group of entrepreneurs – wine merchant Joel Clarke, wine enthusiast Brian Bickley, bartender Owen Walker, sommelier Cassandra Mosher, restaurateur (and resident Italian translator) Francesco Laudini, and Concrete’s own Chief Creative Officer Diti Katona – to create an alternative. Their search led them to the Italian alpine town of Trento and a collaboration with the Cappelletti family – a century-old Italian maker of fine spirits. Multiple formulation taste tests and several thousands of kilometers later, a new product was born – a bittersweet ruby-red aperitivo.

In creating a brand identity for the new product, the challenge was to marry the romance of fine Italian artisanal spirits with contemporary cocktail culture. This aligned with the distribution strategy to win over an international class of mixologists before seeking more mass distribution. Concrete created an integrated brand campaign that included name, visual identity, product packaging, promotional material, website and social media.

Services
  • Brand Strategy / 
  • Naming / 
  • Visual Identity / 
  • Packaging / 
  • Digital / 
  • Social Media
Capo Capo Aperitivo bottle design
Capo Capo behind the scenes from conception to product and launch Capo Capo behind the scenes from conception to product and launch

Creating an Aperitivo From Scratch

Concrete was involved in every aspect of Capo Capo’s development from initial conception, to product formulation, to launch strategy.

Capo Capo information magazine with story and recipe ideas Capo Capo information magazine with story and recipe ideas
Capo Capo Aperitivo bold red and white branding
Capo Capo story and star design shown in different mediums
Capo Capo drink and instructions
Capo Capo variety of drinks against black background Capo Capo variety of drinks against black background
Capo Capo poster
Capo Capo small bottle design and newspaper
Capo Capo branding with small bottles, newspaper, brochures and drink recipes