Ambassador of Italian waters, Acqua Panna boasts of a purposeful existence. The new packaging redesign marks a new beginning for the brand. Mineral water is an integral part of the Italian lifestyle. From top chefs to the best dining tables, Acqua Panna is preferred over other brands because of its premium qualities.
“Acqua Panna has a storied past rooted in Tuscan culture and land. This still lightly mineral water is an intricate part of the Italian lifestyle. It has been the ambassador of fine Italian waters, selected by chefs, and is now present on the best tables around the world. FutureBrand was awarded the opportunity to reimagine Acqua Panna®’s visual identity to become an iconic & premium water brand anchored in a purposeful brand experience.”
Acqua Panna partnered with FutureBrand, a Milan-based branding agency, to create packaging designs that would highlight the brand’s premium nature.
FutureBrand based its designs around the three pillars of Acqua Panna, namely Natural beauty, authentic taste, and culture.
“After crystallizing Acqua Panna®’s brand platform, we were challenged to translate it into a new design while honoring its superior quality. Our work resulted in a universe that expresses Acqua Panna®’s iconicity, elevated experience, and tributes to its Italian roots. The journey began by gathering insights from consumers and competitors to understand the main category shifts and trends. That, together with a deep immersion into the brand’s culture and Tuscan lifestyle, helped us draw a roadmap for creative exploration. Creation, and reinvention of brand assets were at the center of our work. Acqua Panna®’s brand iconicity is now carried by a lily icon and a tailormade key visual that tells its rich origin story. The established orange is now complemented with the Firenze purple, another way to pay tribute to the region. We crafted an ownable and premium universe, articulated around 3 pillars: authentic taste, cultural & natural beauty.”
“FutureBrand has been a strong strategic partner for Acqua Panna. Great strategic thinking, expertise and an endless passion nurtured the team spirit to achieve an outstanding result.” Teresa Previti – Brand Manager, Acqua Panna.