Design

May 4, 2022

Gentlebrand helps revamp Sanpellegrino's CSD line

Traditional soft drinks brand San Pellegrino gets a packaging design and branding makeover - we take a closer look.
By:
Elisabeth Skoda

San Pellegrino has been producing sparkling beverages and mixers for 90 years. Recently the company unveiled a new packaging for its Naturali and Momenti products, supporting their premium positioning, and showcasing the flavour, quality and experience associated with the brand and emphasising the brand's core values.

The new pack design was developed by Gentlebrand Packaging Tailors. The project involved revisiting San Pellegrino's brand identity and developing a new visual design for the main SKUs (cans, glass and 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, creating a "disruptive" design that paid respect to the company's tradition and iconic elements.

The project also involved creatively interpreting each of the over 18 flavours in the portfolio and localising the design to the culture and standards of USA, Canada, Europe, Japan and Australia.

"Now more sophisticated, detailed and colourful, the resulting packaging conveys the excellence of the new refined recipe and the unique experience created by Sanpellegrino Italian Sparkling Drinks," says Gentlebrand Packaging Tailors.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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