Name: Campari Bold
Designer: Philipp Herrmann with Landor Milano
Foundry: Out of the Dark
Release Date: April 2018
Back Story: Drinkers tend to have strong opinions about Campari, the bitter scarlet aperitif whose secret recipe lists over 60 natural ingredients—including herbs, spices, barks, fruit peel, and carmine red dye obtained from cochineal beetles. (Vegans and those who keep kosher, rejoice: the color now comes from a lab. No beetles were harmed during the making of your cocktail.) It’s a polarizing beverage. Upon tasting Campari for the first time, typical reactions range from “Why are we drinking cough syrup?” to “Barkeep, top me up!”
Campari with a wedge of pink grapefruit or long twist of orange peel and a splash of soda smoothes the edges of lazy August afternoons without causing total intoxication—whether you’re lounging on the Riviera or collapsed at a grimy outdoor café in the East Village. Campari the company also happens to have a visual branding history every bit as classy as its product. It should come as no surprise that when design agency Landor Milan began working on a rebrand for Gruppo Campari in 2017, they reached out to graphic designer Philipp Herrmann to create a custom headline font for use throughout all of the company’s communications.
Why’s it called Campari Bold? Like the aperitif, it’s named after Italy’s Gaspare Campari, who first introduced the striking red beverage in 1860.