Aperol recently took the American market by storm after its prosperous history as an ever-popular ingredient in Italy’s leading cocktail, the Aperol spritz. In December 2003, Aperol was acquired by the Campari Group, which initiated an influential advertising campaign behind the cocktail. Now, Campari has redesigned its bottle, most likely hoping to grow its consumer base.

Inspired by the visuals of Milano, Campari’s updated bottle by Italian branding agency Robilant features embossed ribbed detailing. The redesign marked the brand’s first in ten years and was designed to infuse a sense of effortlessness into the brand.

“We wanted to celebrate the relationship between Campari and its city. Our city,” says Fabio Molinaro, Partner and Creative Director of Robilant. “The key to this restyling was the interpretation of the quintessential Milanese spirit, that Campari encapsulates brilliantly: discreet yet proud, elegant and sophisticated yet contemporary; each line expresses that considered dynamism, that impetus that is present in both: open to the future, to the global world, yet so authentically rooted. Campari, Milano.”