Brand Identity & Packaging
Bringing the aperitivo experience home.
Gioioso is a brand and packaging concept imagining a collaboration between Campari and Memphis Milano. Inspired by the challenge of bringing the bar experience home during pandemic restrictions, it pairs three cocktails with furniture that reflects their character—from a substantial armchair to a playful two-seater sofa.
A seat for every cocktail. Each furniture piece reflects the personality of its paired cocktail. Shape, visual weight and seating capacity translate the drinking experience into a distinctive image.
Negroni — Bold and full-bodied, paired with a broad armchair that conveys weight and maturity.
Campa Tonic — Light and easygoing, paired with a simple, visually lightweight chair for an everyday drink.
Jungle Bird — Playful and sweet, paired with a two-seater sofa that suggests a relaxed date over cocktails.
