Designer Matteo Ragni has been tasked with the re-design, looking to enhance the distinctive and iconic form, and giving particular "relevance" to the 80th anniversary. Ragni, a Milanese architect and designer, is often considered the artistic "heir" to Bruno Munari, who himself worked extensively with Campari.
"Redesigning an icon is the dream of every designer on the planet," says Matteo Ragni. "Yet in this case the designer's duty was to stop and reflect on the essence of a project in accordance with history and in harmony with the natural evolution of time. Thus, the idea was born to maintain the original aspect ratio of the bottle designed by Fortunato Depero, dressing it with new and more stylish clothes. The texture used is a geometric pattern that recalls the essential spirit of Futurism, and breaks down the formal ingredients of this true work of art. Triangles and circles are repeated to create a memorable chase grip, leaving two spaces for the logo and the mention of the anniversary."