When you think of Sanpellegrino, an image of the Italian sparkling water bottle instantly comes to mind. It embodies a century of Italian heritage.
Beyond its iconic green bottle, Sanpellegrino had the opportunity to develop a richer brand universe, one that could fully reflect its unmistakably strong imagery. While the brand had strong assets and a powerful strategic foundation, the brand sought the opportunity to enhance and elevate its universe to better convey its premium positioning. We aimed to both strengthen the brand’s creative foundation and to infuse the brand with more authenticity and modernity to reflect its essence.
Our Approach:
Using a semiotic analysis of contemporary Italian brands across various industries, including food, luxury, and culture, our work revealed that there isn't a singular vision of Italian identity. Instead, modern brands use their values and histories to express their unique interpretation of the Italian way of life. With this insight, our mission became clear: define Sanpellegrino’s vision of Italy and how to embody it.
This vision needed to avoid clichés and postcard imagery. Instead, it needed to be subtle yet generous, sophisticated yet authentic, and most importantly, vibrant. Sanpellegrino’s Italian identity should convey its appetite for life.
Creative Concept:
"Beauty of More" Our creative concept, "Beauty of More," builds on Sanpellegrino’s sense of Italian generosity while incorporating the sophistication that has always been a part of the brand. This concept represents the brand’s appetite for life, highlighting the beauty in embracing more – more flavour, more moments, more joy.
Results:
Through this defined vision and creative approach, we successfully elevated Sanpellegrino’s brand universe, making it more authentic and modern while maintaining its premium positioning.
The "Beauty of More" concept beautifully encapsulates Sanpellegrino’s essence, celebrating the brand’s rich heritage and its appetite for life.
