Aperitivo italiano · Packaging
Prima Spritz
A canned Italian spritz that drinks like a corner bar in Venice and looks like it has been there all along.
Overview
Prima is a canned spritz built on real Italian ingredients: aperol, prosecco, citrus, and soda water. Premium, but not precious. I was brought in to work out how the brand would actually live in the world, starting with identity and expression.
The system pairs irreverent, vintage-inspired artwork with clean type-driven layouts. That mix is what lets it be playful and grown-up at the same time, and it stretches across packaging, social, and anywhere else a spritz turns up. Rooted in tradition, made for the people drinking it now.
The Cans
Two colorways doing two jobs. The cream can leans into heritage with a botanical still life and a vintage swimmer, while the periwinkle can goes graphic, with a script wordmark riding a band of spritz orange.
Exploration
I built a range of can options in the exploration phase before landing on the final design. They’re too fun not to share.
Packaging
The four-pack carries the same orange band across the carton, with a deep indigo side panel to break up a shelf full of pastel seltzer.
The Result
A spritz that reads as heritage on the shelf and as a good time in your hand. Vintage where it counts, modern where it matters, and never once mistaken for a seltzer.
Next Project
