Poster
Lo Spiritello
Campari · 1921
Analysis
A red-costumed figure holds a Campari bottle while wrapped in an orange peel. The dark background makes the character and ingredient association stand out.
“BITTER CAMPARI”
CharacterIngredient metaphor
Why it worked
The peel frames the figure with a continuous bright curve. The raised bottle links the theatrical scene with the actual product.
Lesson
Use one distinctive ingredient or shape to give a product a memorable visual world.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Campari.