Sanpellegrino’s CSD line

Giulia

An Italian icon for 90 years, Sanpellegrino Italian Sparkling drinks has been proudly bringing Italian style and quality to more than 95 countries, capturing consumers’ hearts all around the world.

All products – from its traditional sparkling beverages to its low-calorie options, all the way to its famous “Mixers” – are made with 100% Italian fruit grown by local farmers and artfully blended to create the unmistakeable flavours that only Sanpellegrino delivers. They are a real flavour experience. This and a far-sighted approach to innovation and to the health of consumers and the environment have led the company to become one of the top CSD manufacturers in the world. Sanpellegrino, which continues to assert this important role, recently unveiled the new packaging for its Naturali and Momenti products. All-new and refined, the image supports the premium positioning backed up by the products’ elevated Flavour, Quality and Experience and founding values like Heritage, Italianness and Naturalness.

For such an important challenge, Sanpellegrino called on the all-Italian creativity and expertise of Gentlebrand-Packaging Tailors. The project involved revisiting the Brand Identity of the Italian Sparkling Drink portfolio and developing a new Visual Design for the main SKUs (cans, glass, PET bottles) and their secondary and tertiary packaging. Through in-depth analysis of the market and target, Gentlebrand was able to define the strategic drivers for the new identity and come up with several alternatives, from conservative to disruptive innovative designs, that didn’t overlook the brand’s family feeling and iconic elements. After defining the route and new image, the project also involved creatively interpreting each flavour in the portfolio (more than 18) and localising the design to the culture and standards of USA, Canada, Europe, Japan and Australia.

Along with design services, Gentlebrand provided post-design “quality check” support. This meant prototyping and constantly checking Sanpellegrino suppliers in order to ensure optimum print quality and uphold Gentlebrand’s value proposition of providing creative and actionable packaging solutions. Lastly, a comprehensive Brand Manual was created with all the elements and guidelines for the new Brand Identity to further support the Sanpellegrino marketing team.

Now more sophisticated, detailed and colourful, the resulting packaging effectively conveys the excellence of the new refined recipe and the unique experience created by Sanpellegrino Italian Sparkling Drinks. Working with a player of this calibre was a major milestone for Gentlebrand, which proved to be the perfect partner for strategic projects that demand short lead times, flexibility and, especially, creative and actionable solutions.