“I drank about two months evening and morning of a water of a fountain which is forty miles near Rome, which breaks the stone; and this broke mine and made me urinate most of it. We must make amunition at home and not drink or cook with anything else, and have a different life than I want “.
The 1549 letter written by Michelangelo Buonarroti, suffering from kidney stones, is one of the oldest and most illustrious testimonies of the benefits obtained by drinking Fiuggi water. The story goes that the pain of kings, nobles and ambassadors benefited from the miraculous water. Even Pope Boniface VIII, who was born in Ciociaria and knew the source well, resorted to this healthy water.
The pontifical accounting records of the time in fact record 187 payment orders for the transport of water from Fiuggi to Rome.
Other famous people in recent times have successfully treated themselves by drinking Acqua Fiuggi: from Pope Pius X to Giovanni Giolitti, from Benedetto Croce to Alcide De Gasperi.
Objectives of the project was to regain authority, style and fresh elegance of a leading historical Italian brand, values that guarantees the excellence quality of a unique product.
- Agency/Creative: NEOM
- Article Title: Brand and Packaging Refinement for Fiuggi Historical Italian Mineral Water
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Italy
- Market Region: Global
- Project Deliverables: Brand Identity, Brand Rejuvenation, Brand Strategy, Branding, Graphic Design, Packaging Design, Tone of Voice
- Format: Bottle
- Substrate: Glass Bottle