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Despite the wild popularity of classic Italian 'aperitivo rossi' there aren't many alternatives on the market to the old standards. This inspired a group of entrepreneurs led by wine merchant Joel Clark and Concrete Chief Creative Officer Diti Katona - along with a wine enthusiast, bartender, sommelier and restauranteur/ resident Italian translator - to create an alternative. Working with the Cappelletti family - a century-old Italian maker of fine spirits - through multiple formulation taste tests and transatlantic trips later, a new product was born - a classic aperitivo with the perfect measures of rhubarb, wormwood and bitter orange.
In creating a brand identity for the new product, the challenge was to marry the romance of fine Italian artisanal spirits with contemporary cocktail culture. With a focus on creating an impactful presence at bars and on shelves, we placed and emphasis on countering the traditional visual language for spirits in this market. Concrete drew inspiration from the practical typography of Italian club flyers and ephemera of the region. This aligned with the distribution strategy to win over an international class of mixologists before seeking mass distribution. Concrete created an integrated brand campaign that included name, visual identity, product packaging, promotional material, website and social media.
Since its release, Capo Capo has carved out a considerable market presence. Through word-of-mouth recommendations and focused tasting events the number of notable Toronto bars and restaurants, along with international distribution, continues to grow. The collaborative nature of Concrete's relationship with the client allows us to develop compelling materials that further evolve and refine the brand.