Reimagining an Italian icon through a contemporary identity inspired by the elegance of the Belle Époque.

With a heritage rooted in Italian dining and hospitality, Sanpellegrino has long been associated with style, sophistication and the art of gathering around the table. This concept refresh explores how that legacy could be expressed through a more distinctive and cohesive visual identity, bringing together the brand’s iconic star, Art Nouveau influences and a vibrant, contemporary approach to colour and typography.

Inspired by the glamour of the Belle Époque, the identity balances timeless elegance with a more expressive personality, creating a brand world that celebrates Sanpellegrino’s heritage while giving it renewed visual presence.

Challenge: With a long-standing reputation for quality and Italian sophistication, Sanpellegrino has a rich visual heritage to build upon. The challenge was to develop an identity that could honour its established codes while creating a more cohesive and recognisable expression across packaging and brand communications.

Insight: Sanpellegrino’s appeal extends beyond the drink itself. It is rooted in the wider experience of Italian dining. The atmosphere, the company and the sense of occasion that turns an everyday moment into something special. This provided an opportunity to draw on the glamour of historic Italian hospitality, creating an identity that captures not just the product, but the experience surrounding it.

Strategy: The identity takes inspiration from the Belle Époque and the Art Nouveau movement, drawing on the ornate details and distinctive character of San Pellegrino’s historic Grand Hotel and Casino. The iconic star becomes the central brand device, connecting the brand’s heritage to a more expressive visual language.

A refined logo, decorative typography and a rich, fruit-inspired colour palette work together to balance sophistication with vibrancy. The result is a cohesive identity that feels rooted in Italian heritage while bringing greater character and distinction to the brand across its touchpoints.