• Famiglia Santoni enlists alcohol branding and packaging experts Stranger & Stranger for a brand refresh.
• Stranger & Stranger gives each of Famiglia Santoni’s bottles a unique design with a strong Italian touch while creating a unified system.

Founded in 1960, Famiglia Santoni is an Italian line of traditional spirits. Despite its longevity, Famiglia Santoni was starting to get lost on the shelf, and the Tuscan brand enlisted alcohol branding and packaging experts at Stanger & Stranger to give it a facelift, creating a visual identity that would give it a pronounced presence.

“Famiglia Santoni has been making classic Italian aperitifs, vermouths, and bitters since the 1960’s, but their packaging was a little dusty and recessive on shelf,” says Kevin Shaw, founder at Stranger & Stranger. “With such an authentic heritage and a really delicious product, we needed to enable the brand to sing with Italian pride and engage with the modern consumer. The range needed to be cohesive, but given such a diverse collection of liquids, there needed to be enough flexibility to give each product its own personality.”