Treblasé Is Bringing Italian Design History Back to the Bar

Key Takeaways

• Treblasé revives Turin’s Futurist aesthetic in modern aperitivo packaging.
• OlssønBarbieri’s design references Fortunato Depero’s 1926 Campari poster.
• Onomatopoeic phrases draw from Futurist “Parole in Libertà” literature.
• Brand counters the “spritz‑ification” trend with region‑specific heritage.
• Design system blends historic typography with contemporary visual language.

Pulse Analysis

Italy’s aperitivo segment has exploded in the past decade, driven largely by the global love of the spritz. While sales of ready‑to‑drink bitters and vermouths have surged, the market has become saturated with homogenous packaging that leans on generic Mediterranean motifs. In this environment, brands that can offer a story anchored in place and history gain a competitive edge, appealing to consumers seeking authenticity beyond the ubiquitous orange‑tinted glass.

The Futurist movement, born in early‑20th‑century Italy, championed speed, technology, and a break from tradition—principles that resonate with today’s design‑savvy audience. OlssønBarbieri’s reinterpretation of Fortunato Depero’s 1926 Campari poster injects that kinetic energy into Treblasé’s visual language, using bold geometric type, vibrant reds, and the playful onomatopoeia of “bla‑bla” and “glu‑glu.” By rooting these choices in the “Parole in Libertà” literary experiment, the brand creates a tactile link to Turin’s avant‑garde heritage while maintaining a fresh, market‑ready aesthetic.

For the broader industry, Treblasé’s approach underscores a growing appetite for region‑specific narratives that differentiate products on crowded shelves. As consumers increasingly value provenance and design authenticity, other producers may follow suit, mining local art movements and cultural archives for branding inspiration. This could catalyze a renaissance of historically informed packaging across Europe’s spirits and aperitivo categories, reshaping how brands communicate value in an experience‑driven market.