The Art of Packaging: Vespa Around the World
Vespa – Italian for wasp. Developed in Italy in 1946, the Vespa took a few years to take off, but by 1950 it took off like a rocket selling over 60,000 scooters in Italy alone. With the 1952 movie Roman Holiday starring Audrey Hepburn and Gregory Peck touring Rome on Vespas, sale went through the roof. By the mid-1950s, Vespas were being manufactured in Germany, the United Kingdom, France, Belgium and Spain; in the 1960s, production was started in India, Brazil and Indonesia. The scooter design is iconic, and the advertising is equally unique. Beautifully designed ads and posters highlighted Vespas sleek styling and humorous outlook (an elephant on a scooter). It was the vehicle for the everyman – affordable, stylish, easy to drive and just plain cool-as-hell.