Nestle Waters: ACQUA PANNA S.PELLEGRINO

Credits & Description:

Category: iii. Premium Brand

Advertiser: NESTLÉ WATERS

Product/Service: BOTTLED WATER

Agency: ROSSETTI DESIGN

Date of First Appearance: Apr 26 2010

Entrant Company: ROSSETTI DESIGN, Milan, ITALY

Entry URL: http://www.theworlds50best.com

Media placement: Bottle - restaurants - 26 April 2010



Describe the brief from the client

Scope of the project was to study the visual identity for S.Pellegrino and Acqua Panna Dual Branding Exclusive collection.



The result is two refined bottles that speak of luxury, energy and story. Aimed at an audience of professionals, those bottles are the fruit of a storical process that is reflected in the visual identity of the product. The Dual Branding Exclusive collection emphasise the extraordinary heritage of Acqua Panna and S.Pellegrino.



A high level image enriched with a touch of “visionarity”.



Describe the challenges and key objectives

The company wanted to present a Limited Edition during the S.Pellegrino Word’s 50 Best Restaurants event: an international showcase for the two waters representing Italian style all over the world. It was important to make its uniqueness stand out in a very traditional segment. The product expressed its particular personality through a few carefully chosen elements, leveraging on Italian style, elegance and brand heritage: the important historical dates (“1899” and “1564”, the two symbols of the Casino and the Fountain, the brands landmarks, the star for S.Pellegrino, the Florentine lily for Acqua Panna, the typology of water sparkling and still).



Describe how you arrived at the final design

The silk screen printing on white glass allows to obtain special transparency tricks, a kind of “aquatic effect”. An original “lens effect” produces minute distortions that lead to very nice outline amplifications. In fact if you look at the bottle at an angle or from the back position, the picture appears bigger and deformed, with an innovative and unusual tridimensional perspective. The bottles seem to come to life, floating in the space and moving in the surrounding environment, where they can be fully appreciated. The two design concepts have been studied to fulfill each other, like S.Pellegrino and Panna do.



Give some indication of how successful the outcome was in the market

The design has been much appreciated by the the world’s most celebrated chefs, especially for the innovative use of silkscreen printing on the water market. Since they have caught the idea of Italian style and brand heritage expressed carried by a refined beauty, they have exhibited the Dual Branding Exclusive collection as an image that expresses the unmistakable experience of Panna and S.Pellegrino, a feeling that involves all the senses.