A striking brand world with modern Italian flair

Some cities leave such a distinctive visual imprint that they become a design language unto themselves.

For Santoni L’Aperitivo, we found that language in Florence.

From the beginning, our ambition was to create a bottle that felt inseparable from its place of origin, a city defined by beauty, creativity, craftsmanship, and an enduring spirit of reinvention.

As a new generation embraces the aperitivo ritual, Santoni saw an opportunity to help shape a modern Italian drinks renaissance, one that honors tradition without being constrained by it. Our task was to create a brand world that felt unmistakably Italian, yet contemporary in its outlook and appeal.

The inspiration came from Florence itself. Its art, architecture, color, and cultural legacy informed every aspect of the design. Soft rhubarb pink references both the aperitivo's distinctive liquid and the city's historic apothecarial tradition, while deep green accents draw from the marble and botanical richness woven across the Florentine landscape. Geometric details and elegant proportions nod to the city's architectural heritage, its piazzas and palazzos, the enduring tactility of the old tilework.

At the neck, a custom monogram adds a final layer of storytelling: a key to the house of Famiglia Santoni and a subtle touch of Botticellian elegance.

Like the city that inspired it, Santoni balances heritage with innovation. The result is a brand that looks forward rather than back, reimagining the aperitivo for a new generation while remaining rooted in the culture that created it. It’s a bottle that captures a city through memory, material, and form. And, it must be said, through romance. It’s a love letter to Florence itself.