ILLUSTRATION · BRAND EXTENSION
The Negroni Family Tree. Extended.
Senior Art Director | One illustration. A complete brand world.
THE BRIEF
Campari was mid brand refresh. The Negroni Family Tree, a cornerstone of their cocktail storytelling, needed to catch up. Working within the existing brand guidelines, I redesigned the illustration from the ground up. New iconography, a revised structure inspired by the Milanese Cannete, a modern visual language that still honours the heritage. A refresh within a refresh. Then I kept going.
AFTER
THE BAR
The family tree does not need to announce itself. The icons live in the bar as art, not signage. Subtle enough to feel designed, recognisable enough to reward attention. The full story reveals itself across the event, in the posters, the flyers, the cocktail book. The bar is just the first moment of discovery.
THE POSTERS
Eight cocktails. Eight limited edition prints. One of each, ever made. Three are shown here. The Original, the Americano and the Boulevardier. Each one displayed at the event bar, framed, lit, part of the environment. Not decoration. Conversation. At the close of the night, the poster goes home with someone. Not randomly. The bartender chooses. The guest who ordered the most interesting variation. The one who knew the history. The one who asked the right question. Scarcity as a brand strategy.
THE COLLECTOR'S KIT
Every campaign leaves something behind. Usually nothing.
This one leaves an object. A deep red crocodile leather box with champagne gold hardware, a Campari Milano plaque, and everything inside to make the Negroni the right way. The cocktail book. The crystal glasses. The shaker. The full world of the tree, held in your hands.
Gifted to the most prestigious clients and tastemakers in the room. The ones with the reach to turn a private moment into a cultural one. The kit is the seed. The campaign grows itself.
Brand love is built on moments that feel personal, considered and unrepeatable. Give those moments to the right people and reach takes care of itself.
THE OUTCOME
The brief was one illustration. The delivery was a brand world.
What started as a single asset became a creative platform that demonstrated how far the illustration system could stretch. The exploration opened a conversation about extended scope and contributed directly to winning additional work with the client.
Sometimes the best response to a brief is to answer it and then show what else is possible. That is what this was.