PACKAGING
Timeless Luxury for Campari’s RARE Division
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Unlocking Growth in Premium Spirits

SGK supported the Campari Group in the launch of its RARE division, dedicated to super-premium and luxury brands. The challenge for Campari is to accelerate the growth potential of brands in the American market by creating a new tailored business and marketing model.

SGK carried out a global reflection ranging from the name search to the definition of the entire visual territory of the brand.


The RARE name, synonymous with luxury, excellence, and confidentiality, pays homage to the history, exceptional craftsmanship, and exclusivity of the major brands that make up its portfolio.

A universal name, timeless and easily understandable internationally.

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