A First Major Visual Overhaul
For the first time in decades, Aperol has redesigned both its bottle and its brand logo.1 Campari Group, which has owned the Italian aperitivo since 2003, unveiled the updated design in early 2026, with the new bottle available in gastronomy and retail from March 2026.2, 3
The bottle form itself has been reworked, a significant step for a brand whose silhouette has long anchored its presence behind the bar and on the shelf. The new shape was developed to further strengthen Aperol's visibility across countertops, terraces, and retail displays.1
Logo and Visual System
Alongside the new bottle, the Aperol wordmark has been refined.1 The updated typeface appears more closed and calmer than its predecessor, with reduced visual interruption across the letterforms.1 The label takes on a more detailed retro aesthetic, adding depth and character to the packaging's surface.
The relaunch extends beyond packaging: a proprietary typeface, updated colour palette, and expanded visual system have been introduced for consistent deployment across digital and physical applications. Core brand colours, the yellow wordmark on blue, are retained, ensuring visual continuity while the overall identity is modernised.4
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Design Tagebuch, Achim Schaffrinna, "Aperol Rebranding: neues Design für Flasche und Markenlogo", 3 March 2026, for Aperol belonging to the Italian Campari Group, for brand logo, labels and bottle design having been developed further in one move ("Markenlogo, Etiketten und auch das Design der Flasche wurden weiter entwickelt"), and for the new bottle form joining modernity and tradition and having been created, in the words of Andrea Neri, Managing Director House of Aperitifs, "um Aperols Präsenz in Bars, auf Terrassen und in den Regalen des Einzelhandels weiter zu stärken". The description of the wordmark as more closed, calmer and less interrupted follows "Der neue Schriftzug von APEROL wirkt geschlossener, ruhiger und weniger unterbrochen", which stands in a reader comment on this page and not in the article text. The article itself is a dt+ members piece and only its opening is publicly readable. https://www.designtagebuch.de/aperol-rebranding-neues-design-fuer-flasche-und-markenlogo/
2. Campari Group, "Campari announces the acquisition of Barbero 1891 S.p.A", 1 December 2003, for Aperol having come into Campari Group ownership in 2003, Barbero 1891 being named in the announcement as the owner of a portfolio of spirits and wines including Aperol at the time the purchase agreement was signed. https://www.camparigroup.com/en/pressrelease/2003-12-01/campari-announces-acquisition-barbero-1891-spa
3. The Spirits Business, Miona Madsen, "Aperol unveils new bottle design", 10 March 2026, for Campari Group presenting the redesigned bottle in early March 2026 and for the rollout beginning that same month across the on-trade and the off-trade, which is the gastronomy and retail availability the body gives. https://www.thespiritsbusiness.com/2026/03/aperol-unveils-new-bottle-design/
4. The Dieline, Rudy Sanchez, "Campari Group Unveils Aperol Bottle Redesign", 17 March 2026, for the redesign keeping core elements of the previous pack, named there as the yellow wordmark against the blue ground, the blue cap and the neck label, which is the visual continuity the body describes. The piece is behind a subscription wall after its opening section; the facts cited here stand in the freely readable part. https://thedieline.com/campari-group-unveils-aperol-bottle-redesign/
