Treblase builds on a family legacy rooted in Turin’s aperitivo culture, where community and craft have long gone hand in hand. In 1930, Simonetta Bosso’s grandparents opened Trattoria Bosso, which later acquired a liqueur distillery. Nearly a century later, Simonetta asked us to reinterpret her family’s heritage. The task was to relaunch the family’s Genzianella recipe as a modern aperitif—one that honours its origins while moving away from the ornate, 19th-century classic Turin vermouths.

Treblasé takes the aperitivo in a new direction. The spritz, with its recent international success has become a symbol of the Italian lifestyle, but in Italy, it has sparked a counter-movement: new Italian brands are looking inward, rediscovering historical roots, forgotten recipes, and locally sourced ingredients to reclaim depth and identity to expand the regional expression. Within this context, Turin holds a significant role as the birthplace of aperitivo. In 1926, Fortunato Depero submitted an AD for Campari to the Venice Biennale, elevating advertising to art. The image depicted people at a bar—almost a replica of a photograph from Famiglia Bosso. This intersection of design history and drink culture explains why the visual language of aperitivo often nods to Futurism, and specifically Fortunato Depero, whose work captures the energy and optimism of aperitivo culture. Too often, these references are used without true cultural connection. Rooted in history yet designed for today, Treblasé reinterprets the aperitivo through the lens of place—celebrating Turin’s legacy while contributing to the evolving language of modern Italian aperitivo.

We borrowed from the Futurist vernacular to create a visual language rooted in history. Black-and-white contrasts, overlapping all-caps bold type, and dynamic composition evoke a playful and energetic tone. Onomatopoeia, echoes literary and visual Futurism. The colours are inspired by Genzianella, a deep-blue alpine wildflower rooted in Piedmontese drinking traditions.