Italian liqueur Disaronno has announced a new visual identity following on from the launch of its global communication platform, the Dolce Side of Life.
The new shape and style marks a significant milestone for the brand, combining a contemporary evolution of the iconic bottle with a renewed expression of the values that have made it one of Italy’s “most recognised and beloved premium liqueurs around the world.”
Inspired by its “rich heritage and designed for today’s consumers, the new bottle identity refines and elevates Disaronno’s unmistakable visual codes while preserving the elements that have defined the brand for generations,” the brand said.
Taller, lighter and brighter, the redesigned bottle retains its iconic silhouette while introducing a more contemporary and premium aesthetic.
A redesigned square cap features a more modern and distinctive look while preserving one of the brand’s most recognisable assets, while the introduction of Domenico Reina’s embossed signature and a new DD monogram (representing Disaronno & Domenico Reina) act as a tribute to the founder.
New campaign
Earlier this year, Disaronno unveiled “the Dolce Side of Life,” a global campaign celebrating “the small moments of sweetness, connection, and enjoyment that enrich everyday life.”
Inspired by the enduring appeal of la dolce vita, the campaign reimagines the concept for a new generation. Rather than a destination or an aspiration, the Dolce Side of Life presents a mindset that can be experienced anywhere, through authentic moments shared with friends, spontaneous celebrations and the simple pleasures that make life meaningful.
Peter Dries, marketing Ddirector at Disaronno Iinternational UK, said: “Disaronno has always balanced timeless Italian craftsmanship with a spirit of modernity, and this new bottle identity reflects that perfectly.
“While remaining instantly recognisable, the redesigned bottle brings a more contemporary and premium expression of the brand, while strengthening our appeal for today’s consumers.”
The new bottle and campaign will be supported by an integrated media strategy spanning online video, connected TV, social media, OOH advertising and influencer activations.
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