Nestlé Waters – Sanpellegrino
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Bringing the best to tables since 1899
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.
“Future Brand has been an amazing strategic partner and very much instrumental in how we have elevated our brand positioning in recent years. We now have a super consistent & highly qualitative brand platform with great clarity on how to execute it worldwide, and on all touch points. Beyond the quality of the work, the mindset & engagement of FutureBrand teams have also brought about a lot of fun, which is key when building brand equity.”
Aude de Casabianca, Head of International Innovation & Marketing SANPELLEGRINO
“FutureBrand is very proud to have been part of redefining Sanpellegrino's identity and universe. Our goal was to seamlessly blend its rich Italian heritage and expertise with a fresh, contemporary image that creates a vibrant and authentic brand experience. A challenge we're delighted to have met.”
Hélène Pirel, General Manager FutureBrand Paris
