Aperol has experienced significant growth in recent years, cementing its place as a globally recognised brand. In 2024, a Forbes study named the Aperol Spritz the most popular drink in the USA, highlighting both its success and a pressing challenge: how to make the brand stand out in an increasingly crowded market and restore its premium iconic identity.

The Challenge: Premiumising a Popular Brand

To elevate the brand, the team organised a rebrand to premiumise Aperol. With the updated visual identity, they then turned to WeWantMore to translate this elevated identity into spatial experiences, creating global design guidelines that allow teams around the world to bring the brand to life consistently across diverse environments. The goal, in short, was to go beyond the bottle and translate this renewed premium identity in the real world. 

Creating the Iconic Aperol Moment

At the heart of our approach was the idea of an iconic Aperol moment—a warm, golden-hour glow that evokes the spirit of Italian aperitivo culture. It celebrates the ritual of happy hour, the craft of making an accessible cocktail, and the creation of special, shareable moments. By centering the design on this experience, we crafted spaces that feel premium, inviting, and unmistakably Aperol.

The idea was designed to work across all levels of integration—from the flagship bar in Milan, to Coachella, Rome’s Fiumicino airport, bars of all kinds and even local supermarkets. Wherever Aperol appears, the brand’s premium identity is consistent, immersive, and unmistakable. The first glimpses of this design language were unveiled this summer and there are more to come.

Implementing a Global Framework

The challenge became how we could move from visual consistency to emotional connection — how to make people genuinely feel the brand. We did this through signature elements that bring the concept to life: translucent orange wall features cast a sunset glow, subtle backlighting creates atmosphere, and concentric arches reference the setting sun. Cherry wood bar tops and orange satin metal accents add warmth and depth, while wave patterns subtly echo the Mediterranean Sea. Seating balances intimacy and sociability—cushioned chairs invite relaxation, while bespoke tables and counters highlight the drink and encourage shared moments.

Throughout the process, our framework evolved from overarching principles into detailed visual guidelines, enabling country teams to implement the brand consistently. Building on this foundation, we collaborated with Raak Design Studios to create custom product designs that premiumise even the most basic touchpoints. These elements deepen the customer experience, ensuring that Aperol’s presence is unmistakable, immersive, premium and impactful wherever the brand appears. 

Copyright pictures of executions developed by the local teams. Campari Global.