Love for the liquid

A classic Negroni combines gin, vermouth and Campari. Four Pillars created their rich, aromatic gin with intense, exotic spices to enhance the traditional flavours and elevate the impact of the gin itself within the refreshing, bitter cocktail.

Spiced Negroni Gin is an integral part of the Four Pillars core range and has collected many international awards. Yet, despite global love for the liquid, the label lacked visual impact and didn’t quite reflect the gin’s bold, distinctive personality.

One hundred years after Count Camillo Negroni asked his friend, bartender Forsco Scarselli, to add punch to his Americano cocktail by replacing its soda water component with gin, Four Pillars saw an opportunity to reinvent its Spiced Negroni Gin with a contemporary nod to the Negroni and its Italian heritage.

Adding a garnish

Taking inspiration from the halcyon days of the Italian aperitivo and the classic Negroni, we amplified the classic white and red colourways of the original Spiced Negroni Gin label through the creation of a custom diagonal wordmark, reflective of the early-1900s Bauhaus design style.

An angled, striped pattern, reminiscent of colourful umbrellas lined along the beaches of the Amalfi Coast, sits powerfully in the background of the new design

The side of the bottle features a diamond-shaped motif which proudly acclaims the Negroni cocktail and the centenary year of its creation. This mark became a vital feature of the Four Pillars during Melbourne Negroni Week, during which the new packaging was revealed.  

In support of the launch, our photography art direction incorporated a luxurious, retro-style Italian hotel lobby, featuring pastel-coloured terrazzo tiles and reeded glass set at the same dynamic angle as the label’s Amalfi Coast-inspired stripes.

Always a favourite

Spiced Negroni Gin sits centrally in the Four Pillars range and remains a beloved staple for fans of the classic cocktail. Gin lovers now admire the label as much as the gin itself.

The new, more expressive label concept has set the benchmark for the Four Pillars core range and inspired the packaging designs of its siblings, including Olive Leaf Gin and Fresh Yuzu Gin.