Brand Packaging

Acqua Panna Water Gets Global Brand Redesign

The new design depicts what the brand stands for: true Tuscan heritage.

Acqua Panna is a famous still water brand from Tuscany of the Sanpellegrino S.p.A. and Nestlé Waters group, which partners with S.Pellegrino in the fine dining segment. This year Acqua Panna celebrates its 450th birthday. Coinciding with this special occasion, the Acqua Panna brand was to have a global redesign showing its heritage to the world, the Tuscan nature where it originates from, and its true craftsmanship. The global redesign was created by CARTILS, experts in packaging design in the international water category for over 50 years.

CARTILS’ new design of Acqua Panna depicts what the brand really stands for: true Tuscan heritage. The orange colour of the brand was retained to maintain recognizability as well as to connect the Tuscan landscape with the typical orange color that can be found on the rooftops of the houses in this region. On the main label the authentic Tuscan landscape can be seen with its rolling hills. A layered scenery in which the old villages emerge like islands, surrounded by slender trees in extraordinary warm orange colours. Above this Tuscan scenery, the origin of this fine water is depicted; the orange Acqua Panna logo crowned by the blue Florentine lily which is surrounded by the ornament of the fountain where the water comes from.

The label in the middle depicts a blue, hand-drawn, new illustration of "Villa Panna" that is intended to ensure the high-quality perception of the brand, while reinforcing the authentic brand heritage. The spring from which Acqua Panna originates was owned by the Medici family during the 16th century — in this way the link with the villa is enhanced. The neck label is designed as an eye catcher, almost totally orange with two lilies on both sides, which makes the bottle recognizable to consumers. This new design seeks to reflect the balanced character of Acqua Panna.

The redesign of Acqua Panna aims to make everything the brand symbolizes tangible to its consumers and will be available in the market as of end of this year in glass and PET bottles, of 50cl and 1L sizes in restaurants, hotels and bars.