SAN PELLEGRINO
ANALYSIS
METAPROYECT
History Core business Product line Design
CREATIVE PROCESS
Features Strategic planification brand values brand moodboard
MASTERBRAND COMPETITORS Essence Marketing Brand values Brand moodbord
INDEX
SUB-BRAND
INTRO Name Route Creative
Market Analysis Ranking Competitivo Mapping
OPTION 1 OPTION 2 FINALL
METAPROYECT
ANALYSIS
6
HISTORY
In the foothills of the Italian Alps northeast of Milan - that great city of style - there is a truly special spring. The water that rises up and greets the light of day here has spent 30 years seeping slowly through the region’s rocks, until it has absorbed a mix of minerals like no other. This precious gift of nature is further enhanced with a natural carbonate to create the perfect “perlage” of fine bubbles and the unmistakable taste of our sophisticated bottled water S.Pellegrino. The brand graces the tables of discerning diners the world over.
As far back as the 13th century, people made pilgrimages from all over northern Italy to reach the San Pellegrino springs, in search of a sense of well- being. Most illustrious of all early visitors is Italy’s ultimate Renaissance man, Leonardo da Vinci. While studying the geology of the area, he visited the springs in 1509, drawing a map of the valley and marking the location of the springs: a fitting record of early appreciation for what was to become a connoisseur’s mineral water.
Creative process
Brand Identity
7
1509
1899
The legend: Leonardo da Vinci himself, who dedicates extensive studies to water and is author of a lengthy treatise on its properties, visits its source while living in http://ecx. images-amazon.com/images/I/918swCCYYGL._SL1500_. jpg Milan, and draw a detailed map of whole San Pellegrino area.
tThe Sanpellegrino Company is founded and subsequently listed on the Milan Stock Exchange. Over the course of the following year (1900), 35.343 bottles of S.Pellegrino mineral water are produced, and 5.562 of these are shipped abroad.
1748
1901
The mineral water flowing in San Pellegrino is analysed for the first time. The results show a composition that has not changed up until to present day.
S.Pellegrino mineral water’s distribution network is far reaching, stretching well beyond the European main cities, to Cairo, Calcutta, Shanghai, Brazil, the US, Peru and even Sydney, Australia.
Creative process
1932
1957
Sanpellegrino Aranciata, a The Sanpellegrino Company tasteful sparkling fruit bever- purchases Acqua Panna. age containing only orange juice, sugar and carbonated water, is launched on the market.t
1949
2007
In celebration of the Company’s 50th birthday, Aranciata Amara is launched, soon followed by Limonata, Chinotto and the other beverages, all part of the Sanpellegrino sparkling fruit beverages range
S.Pellegrino become the title sponsor of the now internationally famous S.Pellegrino World’s 50 Best Restaurant Awards.
Brand Identity
8
CORE BUSINESS “growth respecting the environment and resources”
Creative process
Brand Identity
9
PRODUCT LINE We have a diverse product range and comprehensive positioning and price range, which enables us to provide the consumer with mineral water and beverages, distributed in packaging more suitable - by type and size - all needs.
Mineral Water
Beverage
Creative process
Aperitivi
Brand Identity
Mineral Water San pellegrino
Acqua Panna
Levissima
Source: San Pellegrino Terme, Bergamo Altitude: 358 m Classification:mineral 1109 mg Distinctive element:
Source: Scarperia, Florence Altitude: 900 m Classification: mineral 144 mg Distinctive element:
Source: Valdisotto, Sondrio Altitude: 1848 meters. Classification: low mineral con-
the presence of magnesium 52.2 mg / L Feature: Italian
Feature: delicate taste
the presence of bicarbonate 108.0 mg / L
Creative process
tent (79.8 mg / l)
Distinctive element: little bicarbonate (56 mg / L) Feature: purity and lightness
Brand Identity
10
11
Nestle Vera
S. Bernardo
Recoaro
Source: In Bosco Altitude: 60 m Classification: mineral water
Source: Garessio, Cuneo Source: Recoaro Terme, Vicenza Altitude: 1300 m Classification: mineral (155.0) Classification: minimally miner- Altitude: 450 m (162 mg / L) alized 34.0 mg / l Distinctive element: little sodiDistinctive element: the pres- Distinctive element: a few salts um (0.9 mg / L) ence of Soccer (36.3 mg / L) Feature: lightness Feature: balance
Creative process
Brand Identity
Beverage
Creative process
Brand Identity
12
13
Aperitivi
Creative process
Brand Identity
14
Design The Italian lifestyle is an expression of elegance, good taste and excellence of our country. Sanpellegrino well is the Italian way of living not only for the quality of its products, but also for its proximity to the new trends, such as architecture and design, with which it shares the attention for the taste, the originality and quality all round. Attention to design well interpreted by ‘original bottle of St. Bernard, which with its 105 drops in relief, designed by Giugiaro Design, make this water a true work of art. As copyright is the historic glass bottle of orangeade Sanpellegrino, the famposa single club, which introduced in the ‘50s has remained unchanged over time as a timeless icon of “Italian drink”. To get to Sanbitter, the non-alcoholic aperitif par excellence, whose bottle from essential and elegant design has made it the ideal pater to celebrate moments of lightheartedness and fun. A bottle from the smooth profile and a long drop carved into the glass at the center of which flows the classic logo Sanbitter. The illuminated design that respects the environment and the People
Creative process
Brand Identity
15 For us, design is synonymous with beauty and tradition, but it also means capability to move with the times, the values ​​that we wanted to combine and express starting right from the environment that hosts us. Our institutional headquarters in Milan is a significant example of the will to bind to the world of tradition and design. Result of the restoration that has allowed the recovery of the former Richard Ginori area, the headquarters Sanpellegrino is the perfect expression of the corporate identity: dynamism in the service of the planet’s most precious resource, water. Located in one of the most evocative of the city, at the intersection of the glamor of the canals and the charm of old industrial areas rehabilitated, the seat is inserted into the Nestle Campus which houses all the companies of the Nestle group in Italy. Winding harmoniously along Via Ludovico il Moro, overlooking the water as if to confirm the profound vocation of the company. Designed to be beautiful and functional, its space was designed because the game between open environments, light and transparency would allow the dynamic work of a company in continuous development, careful to respect the environment and people.
Creative process
Brand Identity
Masterbrand
18
Metaproyect- 01
Brand Identity Masterbrand
19
Essence The Group Sanpellegrino has embraced the philosophy of creating shared value, convinced that the key to success in the long term is to create value not only for itself and its shareholders, but also for the society in which it operates, bringing tangible benefits to the people, economy and territory. To measure the results of this approach, Sanpellegrino conducted with the Institute Althesys a study that analyzed the value generated by the Group’s activities and its impact on the Italian economy. Create shared value, ultimately means to develop the company's competitiveness by leveraging the entire supply chain production and consumption involving all stakeholders. All drinks Sanpellegrino are produced with natural ingredients and manufacturing processes that maintain unchanged the characteristics and properties of raw materials ensuring the highest in terms of quality.
International market
Metaproyect- 01
Italian identity
Brand Identity Masterbrand
Marketing Market positioning
Distribution
Metaproyect- 01
Price, Italy identity.
The Products of San pellegrino are of direct consume, in cans, plastic or glass botles. It can be buy individualy or by 6-pack or 8- pack
Brand Identity Masterbrand
20
21
Brand Values Positioning
Italian identity
Personality
Elegance and style
Tone of voice
Confidence, security
Insight
Quality
Promess
Reliability
Metaproyect- 01
Brand Identity Masterbrand
Brand moodboard
Object
Expression
Moment Landscape
animal
Symbol
Metaproyect- 01
car
Food
Color
Brand Identity Masterbrand
22
Brand moodboard
Metaproyect- 01
Brand Identity Masterbrand
23
Sku
Metaproyect- 01
Brand Identity Masterbrand
24
Comparison
Metaproyect- 01
Brand Identity Masterbrand
25
Competitors
Perriers
The spring is naturally carbonated. Both the water and natural carbon dioxide gas are captured independently. Then in the bottling process, the carbon dioxide gas is added so that the level of carbonation in bottled Perrier is the same as the water of the Vergeze spring.
Metaproyect- 01
Fiji
28
FIJI Water is a brand of bottled water derived, bottled, and shipped from Fiji. It is available in 330ml, 500ml, 1 liter and 1.5 liter bottles.[1] According to marketing materials, the water comes from an artesian aquifer in Viti Levu. FIJI Water is headquartered in Los Angeles, California.
Brand Identity Competitors
29
Naya
Cristalgeyser
Naya Waters manufactures, under the name Naya, bottled natural spring water, drawn from a spring in the Laurentian Mountains. Naya water is bottled directly at this source, and it is naturally sodium free. The name Naya comes from the word Naiads, who, in Greek mythology, were the goddesses of thermal waters and the immortal guardians of rivers, fountains and springs.
is a private company based in California that produces sparkling mineral water and other beverage products. It is a wholly owned subsidiary of Japanese pharmaceutical company, Otsuka Holdings. The company has planned to bottle water from an aquifer in Mount Shasta, California, but many local residents have criticized the plan.
Metaproyect- 01
Brand Identity Competitors
Evian
Today, Evian is owned by Danone Group, a French multinational company. In addition to the mineral water, Danone Group uses the Evian name for a line of organic skin care products as well as a luxury resort in France.
Metaproyect- 01
30
Coca-cola
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944).
Brand Identity Competitors
31
Mapping image
classic
modern
San pellegrino
Coca- cola
Evian
Naya
Crystal Geyser
Fiji
Low
Hight Position
Metaproyect- 01
Brand Identity Competitors
Perriers
Creative process
Name/ Typography Smart
by san pellegrino.
I decide to keep the original name, with a line made up by san pellegrino, where just the name “Smart� is the important, but still shows the brand san pellegrino. As the new line is directed to young people, it is necesary to find a way to get this audience, by the logo. As it is a new line, i think it is important to jsut have the name as the logo, in order to let it get known. An other part in the logo can be confusing or could be misunderstanding.
Smart
American horror story
by san pellegrino. Arial (italic)
Smart
Apple Chancery
by san pellegrino. Helvetica (light)
Smart
BlackJack
by san pellegrino. Helvetica (light oblique)
Smart
by san pellegrino.
Smart
by san pellegrino.
FARRAY Arial
Sathu Arial
Final Decition
Smart 90 ยบ
by san pellegrino. opacity 50%
This finall option is strong and attract the audience, is a sanserif tipography with straight lines and edges, making itself imponent infront of the other option.
100 pts
20 pts (1/5 samrt)
Colors
Smart Smart by san pellegrino.
Orange is energy, warmth, change, health
by san pellegrino.
Black reveals itself as conservative, mysterious, sophisticated
Smart Smart by san pellegrino.
Green signifies growth, health, environment, harmony
by san pellegrino.
Gray is a neutral, balanced color. It is a cool, conservative color that seldom evokes strong emotion although it can be seen as a cloudy or moody color.
Final Decition
Smart by san pellegrino.
Orange is vibrant. It’s a combination of hot red and sunshine yellow so it shares some common attributes with those colors. It denotes energy, warmth, and the sun. But orange has a bit less intensity or aggression than red, calmed by the cheerfulness of yellow. Shades of Orange: These words are synonymous with or represent various shades of the color orange.
Bottle
Thin, practical, common.
common, known.
not that common, atracts, different,
Smart
by san pellegrino.
Options
Smart by san pellegrino.
Final.
Smart by san pellegrino.