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Derived from research into classic Italian brands and designs, the identity and packaging for Veloce positions this liqueur as bold, upscale, hip and, of course, Italian. “Ferrari Red seemed to be the perfect color, and the angle was the final touch to bring the brand to life by expressing the translation of veloce [‘swift’],” explains CF Napa creative director David Schuemann. “The product needed to fi t within the range of vogue vodkas while remaining unique unto itself.”

Veloce’s importer, Turrini Wine & Spirits, sought to intrigue high-end spirits consumers with a fondness for ultra-premium vodkas—as well as mixologists at top restaurants, wonder bars, late-night clubs and stylish luxury hotels—to try something new and different. The highly shippable and mixable Veloce is a winter-wheat grain spirit infused with herbs and fruits (apricot blossoms, for example), using an antique recipe from Milan’s famed spirits manufacturers, the Sperone family. Playing on the product’s rich origins paid off with branding that has a modern simplicity and elegance, plus a touch of retro warmth. “The wonderful thing about Italy for me has always been how the classic and historical and the ultramodern have found a balance together,” says Schuemann. by Terry Lee Stone

CF Napa Brand Design | Creative Director: David Schuemann | Designers: Peter Antonelli, Sara Golzari | Client: Turrini Enterprises | Contact: www.cfnapa.com