SanPellegrino Smart

LIVE IN ITALIAN

SANPELLEGRINO SMART

Course

Assignment

Student Name

Class Year

Professor

Packaging Lab

SanPellegrino Smart

Allison Donahue

Spring 2015

Luca Ferreccio

3 // 84Index

WHAT’S INSIDE

History 6 Core Business 7 Products 8-21

Met

apro

getto

Analy

sis

Design 22

Mas

terb

rand

Essence 24

Marketing 25 Brand Values 26 Mood Board 27

Sub B

rand

Features 29 Strategic Plan 30Co

mpe

titor

s

Analysis 35 Competitors 36-55 Mapping 57-58

Natural 69-76

smartsmart

Industrial 77-84

Rout

e “B”

Rout

e “C”

Rout

e “A”

Pictoral 61-68

Crea

tive P

roce

ss

Creative Routes 60

Mood Board 32-33Brand Values 31

METAPROGETTO

METAPROGETTO Analysis

6 // 84METAPROGETTO Analysis :: History

HISTORY

1899 1908

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ttles

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SanP

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as ex

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ajor E

urop

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ities

as w

ell as

s Ca

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SanPellegrino is an Italian brand of mineral water, and assorted real-fruit beverages made from it, with naturally occurring carbonation and addition-al carbonation added by the bottler, produced and bottled by Nestlé at San

Pellegrino Terme, in the Province of Bergamo, Lombardy, Italy. Outside of Italy, San Pellegrino is portrayed as a luxury and expensive bottled water. It has been owned by Nestlé since 1997.

1932

The a

ranc

iata o

rang

eade

varia

nt w

as in

trodu

ced

1968

San

Pelle

grin

o app

eare

d on

the f

ront

cove

r of t

he B

ritish

Sun

day n

ewsp

aper

The O

bser

ver

1970

The c

ompa

ny w

as re

nam

ed Sa

n Pell

egrin

o SpA

. Late

r tha

t yea

r the

y bec

ame t

he

leadi

ng b

ever

age c

ompa

ny in

Italy

1988

San

Pelle

grin

o bec

ame t

he fir

st Ita

lian

min

eral

wate

r bra

nd to

be e

xpor

ted t

o Fra

nce

1997

San

Pelle

grin

o SpA

was

bou

ght o

ut b

y Nes

tlé

2014

San

Pelle

grin

o rele

ased

two n

ew fl

avor

s of t

heir

Spar

kling

Frui

t Bev

erag

es

1901

The S

an Pe

llegr

ino B

ath Fa

cilit

ies a

nd Th

e Refr

eshm

ent H

all of

ficial

ly op

en

1906

The G

rand

Hot

el an

d The

Cas

ino o

f San

Pelle

grin

o Ter

me a

re in

augu

rate

d

1949

In ce

lebra

tion

of th

e Com

pany

’s 50

th bi

rthda

y, Ar

ancia

ta Am

ara i

s lau

nche

d, so

on

follo

wed

by Li

mon

ata, C

hino

tto an

d th

e oth

er b

ever

ages

, all p

art o

f the

San

pelle

grin

o sp

arkli

ng fr

uit b

ever

ages

rang

e.

2009

S.Pe

llegr

ino c

elebr

ates i

ts 11

0th b

irthd

ay an

d its

mor

e tha

n 10

0 ye

ar-lo

ng le

ader

ship

as

fine d

inin

g wa

ter.

7 // 84METAPROGETTO Analysis :: Core Business

“at finer restaurants in Italy and around “the world”

LIVE IN ITALIAN

CORE BUSINESS

8 // 84

A wide and comprehensive range, which, with its mineral waters, soft drinks and appetizers, diverisifcate for taste and size, responds to the needs of the most demanding consumer, in every occasion of consumption. To mark some special occasions and major events, S.Pellegrino temporari-ly adorns its famous Art Nouveau design with beautiful and exceptional limited-edition labels. Italian style and brand heritage blend seamlessly with precious details and colours to celebrate special occasions, a fusion resulting in a new elegance every time.

SANPELLEGRINO PRODUCTS

mineral water aperitifs drinks

CATE

GORI

ESMETAPROGETTO Analysis :: Product Lines

9 // 84METAPROGETTO Analysis :: Product Lines

SANPELLEGRINO PRODUCTS


S.Pellegrino :: Mineral Water

The S. Pellegrino mineral water, called "the champagne of mineral wa-ters" for the fi neness of its taste and for its "perlage" light. It fl ows from sources situated on the slopes of the Alps and is recognized among the best waters in trade level international. Known since the thirteenth century its springs were appreciated and visited by famous people who helped to spread its fame.

SANPELLEGRINO PRODUCT LINES


Acqua Panna :: Mineral Water


The mineral water Acqua Panna flows at about 900 m . s.l.m. in an unspoilt area of Mugello, the slopes of Mount Gazzaro. The springs are located within an estate that covers an area of over 1300 hectares , conducted according to the rules of sustainable development and ven-ue of works protected forests to protect the rich flora and fauna. All the territory is forbidden any human activity and guarded by security staff.


Nestlé :: Mineral Water


Nestlé Vera is mineral water Group Sanpellegrino symbol of proper hydration, well-being and vitality for the whole family. Nestlé Vera is available in various sizes, thus responds to the diverse needs of con-sumers and is suitable for any time of day.


Levissima :: Mineral Water


The Mineral Water Levissima comes from sources of high mountains in a protected area near the Stelvio National Park, in the Valtellina ancient county of Bormio. Flows from sources of high altitude, in an area rec-ognized and renowned as a “large park“ : a pristine environment that gives Levissima purity and lightness unmistakable.


S. Bernardo :: Mineral Water


The mineral water S. Bernardo Source Rocciaviva born between the Maritime Alps of Alta Val Tanaro, Piedmont, over 1,300 meters high, in a pristine environment, away from industrial and agricultural. In this oasis of naturalness, after an underground path between the rocks of the mountains located above Garessio (CN ), gushes pure and crystalline.


Recoaro :: Mineral Water


The mineral water Recoaro, among the lightest mineral waters, flowing at 880 m . s.l.m. with a temperature at the source of 11.5 ° C . by Em-erald Basin in the chain of the Dolomite Mountains, in Recoaro Terme, one of the most famous spa resorts for hydrotherapy.


Aranciata Sanpellegrino :: Bibite


The orange Sanpellegrino are produced exclusively with real oranges Italian, and this has made the products have always stood for quality, becoming a status symbol exported all over the world in the name of Italian style. The rigorous standards Sanpellegrino guarantee the quality of this exceptional product with over 150 daily checks, from the preparation of the fi nal juice bottling.


Specialità del Gusto :: Bibite


The Chinotto Sanpellegrino born in the early 50s and was renamed bowed in the 80s. A drink unmistakable bitter aftertaste resulting from the extract of bitter oranges fi ne Sicilian from the slopes of Etna. Among the sodas, the bowed Sanpellegrino won generations of Italian establishing itself as a true cult drink.


Chinò Sanpellegrino :: Bibite


Specialties of Taste, the full range of soft drinks from the red star, it is proposed in a new design, more elegant and colorful, slightly retro, but not in fl avor that remains unmistakable, timeless and able to fully satisfy even the most discerning palates.


Bibite Gassate Vera :: Bibite


For the world of large-scale retail brand Vera offers a whole range of soft drinks in the format Plastic 1.5 Lt in many different taste.


Sanbittèr :: Aperitif


Sanbittèr was born in 1961 with the name of Bitter Sanpellegrino and was the fi rst non-alcoholic aperitif in Italy. It was renamed Sanbittèr in 1975 and has always been the undisputed star of the aperitif in the bar, from the most chic to the most glamorous. Today Sanbittèr is the emblem of the authentic Italian aperitif quality, real drink of worship which conquered generations.


Gingerino :: Aperitif


It is the symbol of the aperitif simple, spontaneous and not binding.Made from sugar, citrus extracts, spices and herbs, Gingerino is charac-terized by a unique taste, bitter and slightly bubbly that allows him to be appreciated both alone and mixed with other drinks.

22 // 84METAPROGETTO Analysis :: Design

DESIGN

Evolution of Packaging

METAPROGETTO Master Brand

24 // 84METAPROGETTO Master Brand :: Essence

ESSENCE

S.Pellegrino not only is the finest sparkling nat-ural mineral water overall, but its traits of purity and unique taste, combined with S.Pellegrino’s more than 110 years of experience and active promotion of a culture of fine dining, confirm its leadership in the world of top-notch cuisine. Together with its equally excellent counterpart, Acqua Panna, S.Pellegrino easily transforms any meal into a true dining experience, always new and always enjoyable.

The Essence of CuisinePreferred by VIP and celebrities around the world, it is chosen by distinguished interna-tional productions, movie stars and famous directors. S.Pellegrino sparkling water’s excel-lent quality and true Italian ‘verve’ make it a true, Italian-style symbol. S.Pellegrino has long become an international icon of all-Italian life-style and quality on TV and on the Silver Screen. An Official Partner of the Cannes Film Festival since 2009, as a matter of fact S.Pellegrino’s successful connection with the visual arts dates back to 1960, on the debut of late great Italian director Federico Fellini’s “La Dolce Vita” - the legendary Oscar-winning movie where the most memorable scene is framed by the rushing water of the Trevi Fountain, and the S.Pellegrino Red Star shines in the background. The same Red Star shines today on the small screen as well, notably in highly successful TV series like Sex and the City, Doctor House and Eli Stone, confirming S.Pellegrino’s prestige as a status symbol around the world.

A Sparkling Performer

A Flair for Fine LivingA true symbol of quality-of-life, prestige, togeth-erness, S.Pellegrino has a decisive character and a sparkling personality that define the world of fine living. It means recognising the pleasure of life in each moment, breathing it in and sharing it with those around you - fully appreciating the flavour of beautiful and lively things. A style and class reflected by the spirit of the brand as well as its wide array of international friends and partners. To name a few: well-known Italian labels such as Missoni, Bulgari and the great Ferragamo - whose fashion show backstage was elegantly framed by Elliot Erwitt’s B&W photos for the most recent S.Pellegrino advertising campaign.

Italian AmbassadorS.Pellegrino brings to your dining table its time-less culture and Italian elegance and quality, wherever you are: be it at home or at the restau-rant. Be it in New York, Shanghai or Sydney. The undeniable endorsement S.Pellegrino’s unique taste gets from the best of the world of gourmet food and wine makes it a true representative of the Italian culture abroad. Inspired by and drawing from the Italian tradition of excellence and refinement, S.Pellegrino is thus among the very best of Italian products, and a founding member of the Altagamma Foundation, whose primary aim is to promote top quality Italian industry and the culture that upholds it at international level.

25 // 84METAPROGETTO Master Brand :: Marketing

MARKETING

Position of the MarketLive in Italian

Distribution

From a pay-off to a real positioning that express the brand essence, in terms of heritage and brand vision both. So, product and tone of voice both. A specific vocation to italian style, it means: reliability, self confidence, quality, genuineness, design, life style.

International leading brand in the HoReCa (Hotel-Restaurant-Cafè) with its sparkling mineral water. Sales channel: HoReCa, GDO (large retailers, for instance supermarkets...). San Pellegrino mineral water is mostly hand out through hotels, restaurants, cafè (HoReCa) in glass bottles of 75cl or in small PET bottles of 33cl packed in cluster of 8 bottles.

26 // 84METAPROGETTO Master Brand :: Brand Values

BRAND VALUES

italian style, life style

cheerfulness, confident

refinement, style

reliability, self-confidence

quality, warranty

BRAND MOOD BOARD

27 // 84METAPROGETTO Master Brand :: Brand Mood Board

object :: italian style activity :: italian lifestyle

car :: italian lifestyle expression :: cheerfulness food :: quality

animal :: italian style

symbol color/texture :: italian lifestylelocation :: italian lifestyle

METAPROGETTO Sub Brand

29 // 84METAPROGETTO Sub Brand :: Features

FEATURES

A New Brand :: SanPellegrino Smartthe new Italian Soft Drink

The new italian soft drink that feels confident, indulgent just enough, without guilt, join a dynamic, cultured life style, but appreci-ating the pleasure of life, refined without excess: smart!

Confident Pleasure of Life Smart

30 // 84METAPROGETTO Sub Brand :: Strategic Plan

STRATEGIC PLAN

Sales ChannelGDO (large retailers, for instance supermarkets...), vending machine in sporting centre

MarketInternational market

PositionPremium price

Target Pack SKU33cl contets and a kind of packaging different from the usual PET bottle

25-40y male-female (40% m- 60% f) Blueberries, Green Apple

31 // 84METAPROGETTO Sub Brand :: Brand Values

BRAND VALUES

italian style, life style

cheerfulness, confident

refinement, style

reliability, self-confidence

quality, warranty

wellness

contemporary

up to date

natural, genuine

young

MASTERBRAND SUB BRAND

32 // 84METAPROGETTO Sub Brand :: Brand Mood Board

object :: natural, contemporary animal :: genuine expression :: natural, young

activity :: natural, young food :: natural, wellness car :: up to date

location :: contemporary, wellness, natural color/texture :: natural, up to date, youngsymbol

BRAND MOOD BOARD

33 // 84METAPROGETTO Sub Brand :: Brand Mood Board

BRAND MOOD BOARDComparison

MASTERBRAND SUB BRAND

METAPROGETTO Competitors

35 // 84METAPROGETTO Competitors :: Market Analysis

MARKET ANALYSISInternational

36 // 84METAPROGETTO Competitors :: Competitive Ranking

COMPETITORSCompetitive Analysis of Main Brand

With careful analysis of the market, there were tons of brands of bottled water around the world. Here are the key brands that form the framework for competition with SanPellegrino.

Perrier

Badoit

San Benedetto

Schweppes Vittel

Waiakea

Ferrarelle Mountain Valley

Saint Géron

Volvic

Voss


BADOIT DISTRIBUTIONFrance

Badoit delivers a superior product experience with a real signature taste. Its fine and delicate bubbles, together with its subtle and balanced taste, subtly awaken flavours of any accompanying meal.

It is found in prestigious restaurants and elegant hotels.


FERRARELLE DISTRIBUTIONItaly

“The Italian source of love.” Ferrarelle loves nature, quality, the world, and you.

It is sold in supermarkets.


MOUNTAIN VALLEY DISTRIBUTIONUSA

“Refreshingly American.” It has been named best water in the world, twice.

It is sold in unique local spots throughout the USA.


PERRIER DISTRIBUTIONFrance

“The ultimate refreshment.” Elegant, sparkling and refreshing, withjust a hint of zaniness... PERRIER is unique.

It is sold in many grocery stores, clubs, and markets.


SAINT GERON DISTRIBUTIONFrance

It is known as the queen of mineral waters. The bottle was created by the designer Alberto Bali. It is a product of high quality.

It is found in restaurants and food markets.


SAN BENEDETTO DISTRIBUTIONItaly

San Benedetto’s mission is to learn from nature to create well-being through innovation aimed at interpreting and satisfying the needs of consumer and transforming this into unique products.

Sold in grocery stores in over 80 countries.


SCHWEPPES DISTRIBUTIONSwitzerland

“Live excellently. Over 200 years of the perfect taste. Let us mix together.”

Sold in grocery stores all over the world.


VITTEL DISTRIBUTIONFrance

“There must be something in this water.” Quality is Vittel’s top priority. They also developed environmentally friendly farming methods and practical assistance to farmers.

It is a popular water with athletes. It’s the official water of the Tour de France.


VOLVIC DISTRIBUTIONFrance

“Experience the treasure of the volcano.” Extremely pure and distinctly different, Volvic is drawn from deep inside the lush, ancient volcanoes of the Auvergne in France.

It is sold in supermarkets in over 50 countries.


VOSS DISTRIBUTIONNorway

Voss’s brand values are purity, distinction, and responsibility. They are really proud of the design of their water bottle.

Sold in retail stores, health spas, gourmet food stores.


WAIAKEA DISTRIBUTIONUSA

Our environmental initiatives include using one of the most sus-tainable fresh water resources in the world, using only 100% RPET bottles, utilizing low emission shipping, and actively participating in regional carbon offset programs- all of which have led Waiākea to be the fi rst Hawaiian bottled water to be certifi ed CarbonNeutral®.

It is sold in yoga studios and markets..


COMPETITORSCompetitive Analysis of Sub Brand

Here are some brands that compete with the sub brand, SanPellegri-no SMART.

Dasani Fruit Water

V8 FusionSparkling ICE

Izze

Seagrams


DASANI DISTRIBUTION

“Sparkle with Dasani.” A delicious way to add refreshment to your day, DASANI® Sparkling is unsweetened with no artifi cial fl avors and zero calories.

Sold in all markets and grocery stores.


FRUIT WATER DISTRIBUTION

Our brand’s statement of identity, great-tasting, naturally fl avored, zero-calorie sparkling water beverage, clearly states the product is naturally fl avored – and each of the fi ve varieties have deliciously fruity tastes, thanks to natural fruit fl avors

Sold in all markets and grocery stores.


IZZE DISTRIBUTION

With a delicious beverage and bubbly outlook on life, IZZE® was ready to sparkle its way into the hearts of Americans.

Sold in grocery stores and restaurants.


SEAGRAMS DISTRIBUTION

“The perfect bubbly refresher.” Sold in grocery stores and alcohol stores.


SPARKLING ICE DISTRIBUTION

Sparkling ICE fl avored sparkling waters combine naturally fl avored sparkling water, vitamins, antioxidants and natural fruit juices to offer a bold, lightly carbonated beverage.

Sold in grocery stores.


V8 FUSION DISTRIBUTION

“To help more people get the number of vegetable servings they need every day.”

Sold in grocery stores.

55 // 84METAPROGETTO Competitors :: Mapping

MAPPING

ModernClassic

This infograph will show which brands are classic vs modern. The more bottles there are, the more modern the brand design is.

BADOIT

FERRARELLE

MOUNTAIN VALLEY

PERRIER

SAINT GERON

SAN BENEDETTO

SCHWEPPES

VITTEL

VOLVIC

VOSS

WAIAKEA


MAPPING

YoungOld

This infograph will show if the brand target is old or young. The more bottles there are, the more it’s geared toward a younger target.

BADOIT

FERRARELLE

MOUNTAIN VALLEY

PERRIER

SAINT GERON

SAN BENEDETTO

SCHWEPPES

VITTEL

VOLVIC

VOSS

WAIAKEA


MAPPING

ModernClassic

Here are the past two infographs for the sub brand, SanPellegrino SMART.

YoungOld

CREATIVE PROCESS

CREATIVE PROCESS Intro

60 // 84CREATIVE PROCESS Intro :: Creative Route

CREATIVE ROUTE4 Routes

pictorial

natural

industrial

modern, clean

CREATIVE PROCESS Pictorial

62 // 84CREATIVE PROCESS Pictorial Route

PICTORIAL

SMARTThe “S” will be on the front of the bottle. The drop of water and SanPellegrino SMART will be seen through the water on the inside/back of the bottle.

63 // 84CREATIVE PROCESS Pictorial Route :: Construction

CONSTRUCTION

S

SMART SMART

64 // 84CREATIVE PROCESS Pictorial Route :: Dimensions

DIMENSIONS

width: .7 inchheight: 1 inch

width: 1 inchheight: 1.5 inch

width: 1.6 inchheight: 2.3 inch

Smallest <Letter >Letter

SMART

SMART

SMART

65 // 84CREATIVE PROCESS Pictorial Route :: Positive & Negative

POSITIVE & NEGATIVE

66 // 84CREATIVE PROCESS Pictorial Route :: Flavors

FLAVORS

SMART SMART

Green Apple Blueberry

SMART

67 // 84CREATIVE PROCESS Pictorial Route :: Packaging Front

PACKAGING FRONT

B L U E B E R R YB L U E B E R R Y

SMART

G R E E N A P P L EG R E E N A P P L E

68 // 84CREATIVE PROCESS Pictorial Route :: Packaging Back

PACKAGING BACK

SMART SMART

BLUEBERRYGREEN APPLE GREEN APPLE BLUEBERRY

Nutritional FactsServing Size 8FL OZServings Per Container 2

Amount Per ServingCalories 0 Calories From Fat 0

% Daily Value*

Total Fat 0mg 0%Sodium 0mg 0%Total Carbohydrate 0mg 0%

Sugars 0mg 0%Protein 0mg 0%Not a significant source of calories from fat, saturated fat, trans fat, cholesteral, dietary fiber, vitamin A, vitamin C, and iron.

*Percentage Daily Values based on a 2000 calorie diet.



% Daily Value*




CREATIVE PROCESS Natural

70 // 84CREATIVE PROCESS Natural Route

NATURAL

After visiting Versailles in Paris, I was inspired by the organic circular shape in the gardens. The Logo will wrap partially around the bottle. The diamond will be on the inner back side. The rest on the front.

smartsmart

smartsmart

smart

71 // 84CREATIVE PROCESS Natural Route :: Construction

CONSTRUCTION

smartsmart smartsmart smartsmart

72 // 84CREATIVE PROCESS Natural Route :: Dimensions

DIMENSIONS

width: .7 inchheight: 1 inch

width: 1 inchheight: 1.5 inch



73 // 84CREATIVE PROCESS Natural Route :: Positive & Negative

POSITIVE & NEGATIVE

smartsmart smartsmart

smartsmart

74 // 84CREATIVE PROCESS Natural Route :: Flavors

FLAVORS


smartsmart

75 // 84CREATIVE PROCESS Natural Route :: Packaging Front

PACKAGING FRONT

B L U E B E R R YB L U E B E R R YG R E E N A P P L EG R E E N A P P L E

76 // 84CREATIVE PROCESS Natural Route :: Packaging Back

PACKAGING BACK

GREEN APPLE GREEN APPLE BLUEBERRY BLUEBERRY



% Daily Value*






% Daily Value*




CREATIVE PROCESS Industrial

78 // 84CREATIVE PROCESS Industrial Route

INDUSTRIAL

After visiting the Louvre museum in Paris, I was inspired by the trian-gle and the huge fountain around it. I thought it would pertain most to an industrial logo design.

smartsmart

79 // 84CREATIVE PROCESS Industrial Route :: Construction

CONSTRUCTION

smartsmart

80 // 84CREATIVE PROCESS Industrial Route :: Dimensions

DIMENSIONS

width: 1 inchheight: .7 inch

width: 1.5 inchheight: 1 inch



smartsmart

smartsmart

smartsmart

81 // 84CREATIVE PROCESS Industrial Route :: Positive & Negative

POSITIVE & NEGATIVE


82 // 84CREATIVE PROCESS Industrial Route :: Flavors

FLAVORS



smart smart

G R E E N A P P L EG R E E N A P P L E B L U E B E R R YB L U E B E R R Y

83 // 84CREATIVE PROCESS Industrial Route :: Packaging Front

PACKAGING FRONT

smart smart

BLUEBERRY BLUEBERRYGREEN APPLE GREEN APPLE



% Daily Value*






% Daily Value*




84 // 84CREATIVE PROCESS Industrial Route :: Packaging Back

PACKAGING BACK