Sanpellegrino, the icon embodying a century of sparklingness and Italian heritage, sees its brand universe refreshed by FutureBrand Paris.

Paris, July 22, 2024 – Sanpellegrino, the historic masterbrand behind S.Pellegrino and Sanpellegrino Italian Sparkling Drinks (ISD), called on FutureBrand Paris, the brand strategy and design agency, to overhaul its universe and unite the brand with its Italian roots. FutureBrand honored Sanpellegrino’s heritage and expertise by instilling the culture of sharing and the “arte di vivere”. The agency also laid the foundations for the brand by structuring, formalizing, and rejuvenating its identity. Now, this iconic symbol of Italian sparklingness celebrates its 125th anniversary with a refreshed and revitalized brand universe.

Showcasing the Italian roots and becoming a brand of experience

When saying Sanpellegrino, the bottle of the Italian sparkling water appears in everyone’s mind. However, past this iconic green bottle, Sanpellegrino did not yet have the strong brand universe it deserved. While already emblematic, the brand’s expression needed refinement to fully capture the authenticity and modernity that define Sanpellegrino’s essence.

To engage consumers and convey Sanpellegrino’s appetite for life, FutureBrand worked on redefining the brand’s global universe. This includes breathing fresh life into its identity and introducing a more vibrant blue. The agency has also introduced new custom typographies for Sanpellegrino to express its Italian heritage and its premium experiential offering.

To capture the essence of everyday life, FutureBrand introduced a new artistic direction and reworked the brand’s iconography with new photos shot in Italy. These images depict daily moments filled with movement and joy, around the finest table and in the city, truly bringing the brand’s values to life.

FutureBrand also designed a new pattern featuring the “SP” monogram. This pattern extends the brand experience, appearing on items such as scarves and tablecloths, reinforcing the brand’s presence in consumer’s life. The logo remains unchanged to preserve Sanpellegrino’s historical identity and recognition.

“FutureBrand is very proud to have been part of the redefinition of Sanpellegrino’s identity and universe. Our goal was to seamlessly blend its rich Italian heritage and expertise with a fresh, contemporary image to create a vibrant and authentic brand experience. A challenge we’re delighted to have met.” Hélène Pirel, General Manager FutureBrand Paris.

The celebration of S.Pellegrino 125 years anniversary

Since 1899, S.Pellegrino’s gentle bubbles have sparkled on tables around the world, linking cultures, histories and emotions. It all began in Sanpellegrino Terme, Italy, in 1899. Since then, S.Pellegrino has become an iconic presence on the finest tables, enhancing the special moments people share around them when they are at their best.

To celebrate this milestone, S.Pellegrino and FutureBrand have created a special 125th anniversary edition of its glass bottles. The front label features a silver version of the logo alongside the iconic red star, both framed by countless soft bubbles representing all those sparkling moments shared around the table with S.Pellegrino, in the past and in the years to come. These elements are echoed on the back label, where a short message celebrates the way S.Pellegrino bubbles have always brought people together.

“Future Brand has been an amazing strategic partner and very much instrumental in the way we have elevated our brand positioning these last years. We have now in our hands a super consistent & highly qualitative brand platform with great clarity on how to execute it all over the world, and on all touch points. Beyond the quality of the work, the mindset & engagement of Future Brand teams have also brought a lot of pleasure & fun daily, which is key when building brand equity.” Aude de Casabianca, Head of International Innovation & Marketing SANPELLEGRINO