Treblase carries this legacy forward, celebrating the aperitivo culture of Turin intertwining it with family history. In 1930, Simonetta Bosso's grandparents moved to Turin and opened "Trattoria Bottiglieria Bosso". Thanks to warm hospitality and accessible prices, the Trattoria quickly become successful, allowing them to acquire "La Ditta Foglia", a liqueur distillery at the Docks of Porta Nuova. Simonetta approached us to rediscover and reinterpret her family's heritage, relaunching their Genzianella recipe as a contemporary aperitif- without evoking the ornate 19th century imagery traditionally associated with classic Turin Vermouth.

In 1926 Furtunato Depero famously submitted an advertising poster for Campari, "Squisito al Seltz", to the Venice Biennale of Art, elevating advertising into Art. The image depicted a group of "avventori" - people frequenting a bar- almost a copy of one of the family images from Famiglia Bosso Trattoria.

This intersection of design history and drink culture explains why the visual language of aperitivo often nods to Futurism, and specifically Depero, whose work captures the energy, dynamism and optimism of the aperitivo culture. Futurism celebrates the social transformation of modern Italian urban life, and drink culture, making them deeply intertwined. Too often, however, these references are used superficially, without true cultural connection or interpretation.

Our goal was to borrow from the Futurist Vernacular to create a visual language that belongs to the history of aperitivo, reinterpreted through a contemporary lens.

Typographically, black-and-white contrasts, overlapping all-caps bold type, and dynamic composition evoke a playful and energetic tone. The arrow, unmistakably Depero, symbolizes direction and intention. Onomatopoeia, inspired by Parole in Libertà, echoes both literary and visual Futurism, providing an approachable and playful voice with its 'bla-bla' and 'glu-glu'.

The name Treblase comes from a song by Paolo Conte, composed of “Tres” (very) and “Blase” (a person indifferent to the boredom of everyday life and pleasures), hinting at a norm-challenging attitude reflected in the label’s unconventional shape.

Colors are inspired by Genzianella, a deep blue alpine wildflower rooted in Piedmontese culinary and drinking traditions. A crucial ingredient in Vermouth of Torino, it adds characteristic bitterness and an orange note to the liquid. The back label suggests three ways to enjoy the aperitif.

The bottle is lightweight, with a cork made of a single material, featuring threads carved directly into the wood rather than using a plastic insert. Treblase positions itself at the intersection of heritage and reinvention, speaking to a contemporary aperitivo culture while remaining unmistakably Torinese in spirit.

Thank you Fulvio and Napoleone for their hospitality and for letting us shoot at Casa Mollino, to Federico from Casa Pingone for opening doors, and finally Luca & Simonetta for their trust.