Cinzano, the original vermouth, dates back to 1757. Once one of the great brands of Italy it had steadily declined over the last two decades to become a distant competitor of Martini with a market share measured in single digits. Cinzano asked Lumen to help revive the brand. Workshops were organized to define a new concept that could drive the creative development of a new identity. The project touched all aspects of the brand, from bottle shape to communication. The result is a brand that has rediscovered its authenticity with an understated, up to date and elegant style.