WeWantMore Studio's Design Strategy Revitalizes Aperol Spritz Brand Identity
By
Tom May
A good honest bake. Not flashy, but you'll finish the whole bagel.
Summary
The article discusses how design studio WeWantMore helped Aperol Spritz address the challenge of brand ubiquity and invisibility after becoming America's most popular drink. Rather than using traditional marketing tactics, the studio created a subtle, sophisticated design approach using translucent orange panels and Mediterranean wave motifs to make the brand feel fresh and relevant again. The solution focused on creating an emotional connection through design that evokes the drink's Italian heritage and summer experience.
Key quotes
· 4 pulledAfter Forbes crowned the Aperol Spritz America's most popular drink in 2024, the Italian aperitif faced an ironic crisis: ubiquity had made it invisible.
Rather than screaming louder or plastering logos everywhere, they did something more interesting
When your bright orange bottle appears everywhere from Coachella to corner shops, how do you stop people from scrolling past?
Antwerp and London-based studio WeWantMore had an answer, though not the obvious one.
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