LIVING THE ITALIAN LIFESTYLE WITH S.PELLEGRINO

SANPELLEGRINO SMART
Course
Assignment
Student Name
Class Year
Professor
Packaging Lab
SanPellegrino Smart
Allison Donahue
Spring 2015
Luca Ferreccio

3 // 84Index
WHAT’S INSIDE
History 6 Core Business 7 Products 8-21
Metaprogetto
Analysis
Design 22
Masterbrand
Essence 24
Marketing 25 Brand Values 26 Mood Board 27
SubBrand
Features 29 Strategic Plan 30
Competitors
Analysis 35 Competitors 36-55 Mapping 57-58
Natural 69-76
smart
smart
Industrial 77-84
Route“B”
Route“C”
Route“A”
Pictoral 61-68
CreativeProcess
Creative Routes 60
Mood Board 32-33Brand Values 31

6 // 84METAPROGETTO Analysis :: History
HISTORY
1899 1908
Earliestexistingrecordshowingthat35,343bottleswereproduced.
SanPellegrinowasexportedtomajorEuropeancitiesaswellassCairo,Tangiers,
Shanghai,Calcutta,Sydney,Brazil,Peru,andtheUnitedStates.
SanPellegrino is an Italian brand of
mineral water, and assorted real-fruit
beverages made from it,with naturally
occurring carbonation and addition-
al carbonation added by the bottler,
produced and bottled by Nestlé at San
Pellegrino Terme, in the Province of
Bergamo, Lombardy, Italy. Outside of
Italy, San Pellegrino is portrayed as a
luxury and expensive bottled water. It
has been owned by Nestlé since 1997.
1932
Thearanciataorangeadevariantwasintroduced
1968
SanPellegrinoappearedonthefrontcoveroftheBritishSundaynewspaperTheObserver
1970
ThecompanywasrenamedSanPellegrinoSpA.Laterthatyeartheybecamethe
leadingbeveragecompanyinItaly
1988
SanPellegrinobecamethefirstItalianmineralwaterbrandtobeexportedtoFrance
1997
SanPellegrinoSpAwasboughtoutbyNestlé
2014
SanPellegrinoreleasedtwonewflavorsoftheirSparklingFruitBeverages
1901
TheSanPellegrinoBathFacilitiesandTheRefreshmentHallofficiallyopen
1906
TheGrandHotelandTheCasinoofSanPellegrinoTermeareinaugurated
1949
IncelebrationoftheCompany’s50thbirthday,AranciataAmaraislaunched,soon
followedbyLimonata,Chinottoandtheotherbeverages,allpartoftheSanpellegrino
sparklingfruitbeveragesrange.
2009
S.Pellegrinocelebratesits110thbirthdayanditsmorethan100year-longleadershipas
finediningwater.

7 // 84METAPROGETTO Analysis :: Core Business
“at finer restaurants in Italy and around “the world”
LIVE IN ITALIAN
CORE BUSINESS

8 // 84
A wide and comprehensive range,which,with its mineral
waters,soft drinks and appetizers,diverisifcate for taste
and size,responds to the needs of the most demanding
consumer,in every occasion of consumption.To mark some
special occasions and major events,S.Pellegrino temporari-
ly adorns its famous Art Nouveau design with beautiful and
exceptional limited-edition labels.Italian style and brand
heritage blend seamlessly with precious details and colours
to celebrate special occasions,a fusion resulting in a new
elegance every time.
SANPELLEGRINO PRODUCTS
mineral water aperitifs drinks
CATEGORIES
METAPROGETTO Analysis :: Product Lines

9 // 84METAPROGETTO Analysis :: Product Lines
SANPELLEGRINO PRODUCTS

S.Pellegrino :: Mineral Water
The S.Pellegrino mineral water,called "the champagne of mineral wa-
ters" for the fineness of its taste and for its "perlage" light.It flows from
sources situated on the slopes of the Alps and is recognized among
the best waters in trade level international.Known since the thirteenth
century its springs were appreciated and visited by famous people who
helped to spread its fame.
SANPELLEGRINO PRODUCT LINES

Acqua Panna :: Mineral Water
The mineral water Acqua Panna flows at about 900 m .s.l.m.in an
unspoilt area of Mugello,the slopes of Mount Gazzaro.The springs
are located within an estate that covers an area of over 1300 hectares ,
conducted according to the rules of sustainable development and ven-
ue of works protected forests to protect the rich flora and fauna.All the
territory is forbidden any human activity and guarded by security staff.

Nestlé :: Mineral Water
Nestlé Vera is mineral water Group Sanpellegrino symbol of proper
hydration,well-being and vitality for the whole family.Nestlé Vera is
available in various sizes,thus responds to the diverse needs of con-
sumers and is suitable for any time of day.

Levissima :: Mineral Water
The Mineral Water Levissima comes from sources of high mountains in
a protected area near the Stelvio National Park,in the Valtellina ancient
county of Bormio.Flows from sources of high altitude,in an area rec-
ognized and renowned as a “large park“ : a pristine environment that
gives Levissima purity and lightness unmistakable.

S.Bernardo :: Mineral Water
The mineral water S.Bernardo Source Rocciaviva born between the
Maritime Alps of Alta Val Tanaro,Piedmont,over 1,300 meters high,in
a pristine environment,away from industrial and agricultural.In this
oasis of naturalness,after an underground path between the rocks of
the mountains located above Garessio (CN ),gushes pure
and crystalline.

Recoaro :: Mineral Water
The mineral water Recoaro,among the lightest mineral waters,flowing
at 880 m .s.l.m.with a temperature at the source of 11.5 ° C .by Em-
erald Basin in the chain of the Dolomite Mountains,in Recoaro Terme,
one of the most famous spa resorts for hydrotherapy.

Aranciata Sanpellegrino :: Bibite
The orange Sanpellegrino are produced exclusively with real oranges
Italian,and this has made the products have always stood for quality,
becoming a status symbol exported all over the world in the name
of Italian style.The rigorous standards Sanpellegrino guarantee the
quality of this exceptional product with over 150 daily checks,from the
preparation of the final juice bottling.

Specialità del Gusto :: Bibite
The Chinotto Sanpellegrino born in the early 50s and was renamed
bowed in the 80s.A drink unmistakable bitter aftertaste resulting
from the extract of bitter oranges fine Sicilian from the slopes of Etna.
Among the sodas,the bowed Sanpellegrino won generations of Italian
establishing itself as a true cult drink.

Chinò Sanpellegrino :: Bibite
Specialties of Taste,the full range of soft drinks from the red star,it is
proposed in a new design,more elegant and colorful,slightly retro,
but not in flavor that remains unmistakable,timeless and able to fully
satisfy even the most discerning palates.

Bibite Gassate Vera :: Bibite
For the world of large-scale retail brand Vera offers a whole range of soft
drinks in the format Plastic 1.5 Lt in many different taste.

Sanbittèr :: Aperitif
Sanbittèr was born in 1961 with the name of Bitter Sanpellegrino and
was the first non-alcoholic aperitif in Italy.It was renamed Sanbittèr in
1975 and has always been the undisputed star of the aperitif in the
bar,from the most chic to the most glamorous.Today Sanbittèr is the
emblem of the authentic Italian aperitif quality,real drink of worship
which conquered generations.

Gingerino :: Aperitif
It is the symbol of the aperitif simple,spontaneous and not binding.
Made from sugar,citrus extracts,spices and herbs,Gingerino is charac-
terized by a unique taste,bitter and slightly bubbly that allows him to
be appreciated both alone and mixed with other drinks.

22 // 84METAPROGETTO Analysis :: Design
DESIGN
Evolution of Packaging

24 // 84METAPROGETTO Master Brand :: Essence
ESSENCE
S.Pellegrino not only is the finest sparkling nat-
ural mineral water overall,but its traits of purity
and unique taste,combined with S.Pellegrino’s
more than 110 years of experience and active
promotion of a culture of fine dining,confirm
its leadership in the world of top-notch cuisine.
Together with its equally excellent counterpart,
Acqua Panna,S.Pellegrino easily transforms any
meal into a true dining experience,always new
and always enjoyable.
The Essence of Cuisine
Preferred by VIP and celebrities around the
world,it is chosen by distinguished interna-
tional productions,movie stars and famous
directors.S.Pellegrino sparkling water’s excel-
lent quality and true Italian ‘verve’ make it a
true,Italian-style symbol.S.Pellegrino has long
become an international icon of all-Italian life-
style and quality on TV and on the Silver Screen.
An Official Partner of the Cannes Film Festival
since 2009,as a matter of fact S.Pellegrino’s
successful connection with the visual arts dates
back to 1960,on the debut of late great Italian
director Federico Fellini’s “La Dolce Vita” - the
legendary Oscar-winning movie where the most
memorable scene is framed by the rushing
water of the Trevi Fountain,and the S.Pellegrino
Red Star shines in the background.The same
Red Star shines today on the small screen as
well,notably in highly successful TV series like
Sex and the City,Doctor House and Eli Stone,
confirming S.Pellegrino’s prestige as a status
symbol around the world.
A Sparkling Performer
A Flair for Fine Living
A true symbol of quality-of-life,prestige,togeth-
erness,S.Pellegrino has a decisive character and
a sparkling personality that define the world of
fine living.It means recognising the pleasure of
life in each moment,breathing it in and sharing
it with those around you - fully appreciating
the flavour of beautiful and lively things.A style
and class reflected by the spirit of the brand as
well as its wide array of international friends
and partners.To name a few: well-known Italian
labels such as Missoni,Bulgari and the great
Ferragamo - whose fashion show backstage was
elegantly framed by Elliot Erwitt’s B&W photos
for the most recent S.Pellegrino advertising
campaign.
Italian Ambassador
S.Pellegrino brings to your dining table its time-
less culture and Italian elegance and quality,
wherever you are: be it at home or at the restau-
rant.Be it in New York,Shanghai or Sydney.The
undeniable endorsement S.Pellegrino’s unique
taste gets from the best of the world of gourmet
food and wine makes it a true representative
of the Italian culture abroad.Inspired by and
drawing from the Italian tradition of excellence
and refinement,S.Pellegrino is thus among the
very best of Italian products,and a founding
member of the Altagamma Foundation,whose
primary aim is to promote top quality Italian
industry and the culture that upholds it at
international level.

25 // 84METAPROGETTO Master Brand :: Marketing
MARKETING
Position of the Market Live in Italian
Distribution
From a pay-off to a real positioning that express
the brand essence,in terms of heritage and
brand vision both.So,product and tone of
voice both.A specific vocation to italian style,
it means: reliability,self confidence,quality,
genuineness,design,life style.
International leading brand in the HoReCa
(Hotel-Restaurant-Cafè) with its sparkling
mineral water.Sales channel: HoReCa,GDO
(large retailers,for instance supermarkets...).
San Pellegrino mineral water is mostly hand
out through hotels,restaurants,cafè (HoReCa)
in glass bottles of 75cl or in small PET bottles of
33cl packed in cluster of 8 bottles.

26 // 84METAPROGETTO Master Brand :: Brand Values
BRAND VALUES
italian style,life style
cheerfulness,confident
refinement,style
reliability,self-confidence
quality,warranty

BRAND MOOD BOARD
27 // 84METAPROGETTO Master Brand :: Brand Mood Board
object :: italian style activity :: italian lifestyle
car :: italian lifestyle expression :: cheerfulness food :: quality
animal :: italian style
symbol color/texture :: italian lifestyle
location :: italian lifestyle

29 // 84METAPROGETTO Sub Brand :: Features
FEATURES
A New Brand :: SanPellegrino Smart
the new Italian Soft Drink
The new italian soft drink that feels confident,indulgent just
enough,without guilt,join a dynamic,cultured life style,but appreci-
ating the pleasure of life,refined without excess: smart!
Confident Pleasure of Life Smart

30 // 84METAPROGETTO Sub Brand :: Strategic Plan
STRATEGIC PLAN
Sales Channel
GDO (large retailers,for instance
supermarkets...),vending machine
in sporting centre
Market
International market
Position
Premium price
Target Pack SKU
33cl contets and a kind of packaging
different from the usual PET bottle
25-40y male-female (40% m- 60% f) Blueberries,Green Apple

31 // 84METAPROGETTO Sub Brand :: Brand Values
BRAND VALUES
italian style,life style
cheerfulness,confident
refinement,style
reliability,self-confidence
quality,warranty
wellness
contemporary
up to date
natural,genuine
young
MASTERBRAND SUB BRAND

32 // 84METAPROGETTO Sub Brand :: Brand Mood Board
object :: natural,contemporary animal :: genuine expression :: natural,young
activity :: natural,young food :: natural,wellness car :: up to date
location :: contemporary,wellness,natural color/texture :: natural,up to date,youngsymbol
BRAND MOOD BOARD

33 // 84METAPROGETTO Sub Brand :: Brand Mood Board
BRAND MOOD BOARD
Comparison
MASTERBRAND SUB BRAND

35 // 84METAPROGETTO Competitors :: Market Analysis
MARKET ANALYSIS
International

36 // 84METAPROGETTO Competitors :: Competitive Ranking
COMPETITORS
Competitive Analysis of Main Brand
With careful analysis of the market,there were tons of brands of
bottled water around the world.Here are the key brands that form the
framework for competition with SanPellegrino.
Perrier
Badoit
San Benedetto
Schweppes Vittel
Waiakea
Ferrarelle Mountain Valley
Saint Géron
Volvic
Voss

BADOIT DISTRIBUTIONFrance
Badoit delivers a superior product experience with a real signature
taste.Its fine and delicate bubbles,together with its subtle and
balanced taste,subtly awaken flavours of any accompanying meal.
It is found in prestigious
restaurants and elegant hotels.

FERRARELLE DISTRIBUTIONItaly
“The Italian source of love.” Ferrarelle loves nature,quality,the world,
and you.
It is sold in supermarkets.

MOUNTAIN VALLEY DISTRIBUTIONUSA
“Refreshingly American.” It has been named best water in the world,
twice.
It is sold in unique local spots
throughout the USA.

PERRIER DISTRIBUTIONFrance
“The ultimate refreshment.” Elegant,sparkling and refreshing,with
just a hint of zaniness...PERRIER is unique.
It is sold in many grocery
stores,clubs,and markets.

SAINT GERON DISTRIBUTIONFrance
It is known as the queen of mineral waters.The bottle was created by
the designer Alberto Bali.It is a product of high quality.
It is found in restaurants and
food markets.

SAN BENEDETTO DISTRIBUTIONItaly
San Benedetto’s mission is to learn from nature to create well-being
through innovation aimed at interpreting and satisfying the needs of
consumer and transforming this into unique products.
Sold in grocery stores in over
80 countries.

SCHWEPPES DISTRIBUTIONSwitzerland
“Live excellently.Over 200 years of the perfect taste.Let us mix
together.”
Sold in grocery stores all over
the world.

VITTEL DISTRIBUTIONFrance
“There must be something in this water.” Quality is Vittel’s top priority.
They also developed environmentally friendly farming methods and
practical assistance to farmers.
It is a popular water with
athletes.It’s the official water of
the Tour de France.

VOLVIC DISTRIBUTIONFrance
“Experience the treasure of the volcano.” Extremely pure and
distinctly different,Volvic is drawn from deep inside the lush,ancient
volcanoes of the Auvergne in France.
It is sold in supermarkets in
over 50 countries.

VOSS DISTRIBUTIONNorway
Voss’s brand values are purity,distinction,and responsibility.They are
really proud of the design of their water bottle.
Sold in retail stores,health
spas,gourmet food stores.

WAIAKEA DISTRIBUTIONUSA
Our environmental initiatives include using one of the most sus-
tainable fresh water resources in the world,using only 100% RPET
bottles,utilizing low emission shipping,and actively participating in
regional carbon offset programs- all of which have led Waiākea to be
the first Hawaiian bottled water to be certified CarbonNeutral®.
It is sold in yoga studios and
markets..

COMPETITORS
Competitive Analysis of Sub Brand
Here are some brands that compete with the sub brand,SanPellegri-
no SMART.
Dasani Fruit Water
V8 FusionSparkling ICE
Izze
Seagrams

DASANI DISTRIBUTION
“Sparkle with Dasani.” A delicious way to add refreshment to your day,
DASANI® Sparkling is unsweetened with no artificial flavors and zero
calories.
Sold in all markets and grocery
stores.

FRUIT WATER DISTRIBUTION
Our brand’s statement of identity,great-tasting,naturally flavored,
zero-calorie sparkling water beverage,clearly states the product is
naturally flavored – and each of the five varieties have deliciously
fruity tastes,thanks to natural fruit flavors
Sold in all markets and grocery
stores.

IZZE DISTRIBUTION
With a delicious beverage and bubbly outlook on life,IZZE® was
ready to sparkle its way into the hearts of Americans.
Sold in grocery stores and
restaurants.

SEAGRAMS DISTRIBUTION
“The perfect bubbly refresher.”
Sold in grocery stores and
alcohol stores.

SPARKLING ICE DISTRIBUTION
Sparkling ICE flavored sparkling waters combine naturally flavored
sparkling water,vitamins,antioxidants and natural fruit juices to offer
a bold,lightly carbonated beverage.
Sold in grocery stores.

V8 FUSION DISTRIBUTION
“To help more people get the number of vegetable servings they
need every day.”
Sold in grocery stores.

55 // 84METAPROGETTO Competitors :: Mapping
MAPPING
ModernClassic
This infograph will show which brands are classic vs modern.The
more bottles there are,the more modern the brand design is.
BADOIT
FERRARELLE
MOUNTAIN VALLEY
PERRIER
SAINT GERON
SAN BENEDETTO
SCHWEPPES
VITTEL
VOLVIC
VOSS
WAIAKEA

MAPPING
YoungOld
This infograph will show if the brand target is old or young.The more
bottles there are,the more it’s geared toward a younger target.
BADOIT
FERRARELLE
MOUNTAIN VALLEY
PERRIER
SAINT GERON
SAN BENEDETTO
SCHWEPPES
VITTEL
VOLVIC
VOSS
WAIAKEA

MAPPING
ModernClassic
Here are the past two infographs for the sub brand,SanPellegrino SMART.
YoungOld

60 // 84CREATIVE PROCESS Intro :: Creative Route
CREATIVE ROUTE
4 Routes
pictorial
natural
industrial
modern,clean

62 // 84CREATIVE PROCESS Pictorial Route
PICTORIAL
SMART
The “S” will be on the front of the bottle.The drop of water and
SanPellegrino SMART will be seen through the water on the inside/
back of the bottle.

63 // 84CREATIVE PROCESS Pictorial Route :: Construction
CONSTRUCTION
S
SMART SMART

64 // 84CREATIVE PROCESS Pictorial Route :: Dimensions
DIMENSIONS
width: .7 inch
height: 1 inch
width: 1 inch
height: 1.5 inch
width: 1.6 inch
height: 2.3 inch
Smallest <Letter >Letter
SMART
SMART
SMART

65 // 84CREATIVE PROCESS Pictorial Route :: Positive & Negative
POSITIVE & NEGATIVE

66 // 84CREATIVE PROCESS Pictorial Route :: Flavors
FLAVORS
SMART SMART
Green Apple Blueberry

SMART
67 // 84CREATIVE PROCESS Pictorial Route :: Packaging Front
PACKAGING FRONT
B L U E B E R R YB L U E B E R R Y
SMART
G R E E N A P P L EG R E E N A P P L E

68 // 84CREATIVE PROCESS Pictorial Route :: Packaging Back
PACKAGING BACK
SMART SMART
BLUEBERRYGREENAPPLE GREENAPPLE BLUEBERRY
Nutritional FactsServing Size 8FL OZ
Servings Per Container 2
Amount Per Serving
Calories 0 Calories From Fat 0
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Total Carbohydrate 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%
Not a significant source of calories from fat, saturated fat,
trans fat, cholesteral, dietary fiber, vitamin A, vitamin C, and iron.
*Percentage Daily Values based on a 2000 calorie diet.
Amount Per Serving
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%

70 // 84CREATIVE PROCESS Natural Route
NATURAL
After visiting Versailles in Paris,I was inspired by the organic circular
shape in the gardens.The Logo will wrap partially around the bottle.
The diamond will be on the inner back side.The rest on the front.
smartsmart

smartsmart
smart
71 // 84CREATIVE PROCESS Natural Route :: Construction
CONSTRUCTION

smartsmart
smartsmart
smartsmart
72 // 84CREATIVE PROCESS Natural Route :: Dimensions
DIMENSIONS
width: .7 inch
height: 1 inch
width: 1 inch
height: 1.5 inch
width: 1.6 inch
height: 2.3 inch

73 // 84CREATIVE PROCESS Natural Route :: Positive & Negative
POSITIVE & NEGATIVE
smartsmart smartsmart

smartsmart
74 // 84CREATIVE PROCESS Natural Route :: Flavors
FLAVORS
smartsmart

75 // 84CREATIVE PROCESS Natural Route :: Packaging Front
PACKAGING FRONT
B L U E B E R R YB L U E B E R R YG R E E N A P P L EG R E E N A P P L E

76 // 84CREATIVE PROCESS Natural Route :: Packaging Back
PACKAGING BACK
GREENAPPLE GREENAPPLE BLUEBERRY BLUEBERRY
Amount Per Serving
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%
Amount Per Serving
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%

78 // 84CREATIVE PROCESS Industrial Route
INDUSTRIAL
After visiting the Louvre museum in Paris,I was inspired by the trian-
gle and the huge fountain around it.I thought it would pertain most
to an industrial logo design.
smartsmart

79 // 84CREATIVE PROCESS Industrial Route :: Construction
CONSTRUCTION
smartsmart

80 // 84CREATIVE PROCESS Industrial Route :: Dimensions
DIMENSIONS
width: 1 inch
height: .7 inch
width: 1.5 inch
height: 1 inch
width: 2.3 inch
height: 1.6 inch
smartsmart
smartsmart
smartsmart

81 // 84CREATIVE PROCESS Industrial Route :: Positive & Negative
POSITIVE & NEGATIVE

82 // 84CREATIVE PROCESS Industrial Route :: Flavors
FLAVORS

smart smart
G R E E N A P P L EG R E E N A P P L E B L U E B E R R YB L U E B E R R Y
83 // 84CREATIVE PROCESS Industrial Route :: Packaging Front
PACKAGING FRONT

smart smart
BLUEBERRY BLUEBERRYGREENAPPLE GREENAPPLE
Amount Per Serving
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%
Amount Per Serving
% Daily Value*
Total Fat 0mg 0%
Sodium 0mg 0%
Sugars 0mg 0%
Protein 0mg 0%
84 // 84CREATIVE PROCESS Industrial Route :: Packaging Back
PACKAGING BACK

LIVING THE ITALIAN LIFESTYLE WITH S.PELLEGRINO

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to LIVING THE ITALIAN LIFESTYLE WITH S.PELLEGRINO

Similar to LIVING THE ITALIAN LIFESTYLE WITH S.PELLEGRINO (20)

More from Allison Donahue

More from Allison Donahue (8)

Recently uploaded

Recently uploaded (20)

LIVING THE ITALIAN LIFESTYLE WITH S.PELLEGRINO