San Pellegrino is a brand that has been providing the world with outstanding sparkling water for hundreds of years. The brand’s packaging reflects this longevity in production, the red star set against a backdrop of pale blue have been immovable fixtures in its design since the first bottle’s production. However, with such success comes pressure to maintain its reputation as a market leader and a necessity to stay contemporary.
When San Pellegrino approached CBA, the brand was on the brink of releasing their new positioning: ‘Practice the art of fine food every time you can’. It became clear that the challenge for the re-design was to maintain the recognisable features of the San Pellegrino bottle, while introducing eye catching and innovative changes that promoted the art of fine eating.
In keeping with the elegant and hedonistic character of San Pellegrino, the re-design of the label depicted an idyllic scene of three people enjoying an evening rooftop meal. Their postures were relaxed and informal which conveyed a sense of ease with one another. The image was sophisticated and created an environment where peers are encouraged to take pleasure in their food. And yet, the water remained un-exclusive and welcoming. The illustration was made using a rough style and flat, un-obtrusive colours. As a collective of ideas, this emphasised the thought that one needs nothing but some Italian refinement to enjoy fine food.