FIUGGI ON THE GO:
Background: Acqua Fiuggi has always been a synonym of “water in the glass bottle”. For over a century, this has been one of the differentiating and characterising features of the brand. Times change, however, and the moment comes when we need to evolve. For Fiuggi, after the 2013 restyling project which restored strength and personality to the brand, evolving meant launching a new 0.5 litre format in PET. A very important change, because it made Fiuggi water easily transportable and usable in the various occasions of modern daily life.
Objective. To create an identity near to the classic, historic Fiuggi, but at the same time modern, youthful and dynamic.
The project. Cleanliness, strength and elegance are part of Acqua Fiuggi’s way of being and its tone of voice. As we worked on an innovative language for the brand, we chose to aim for two objectives: the visibility of the brand, so as to communicate clearly its presence in a new segment, and an innovative tone of voice, in line with the values of a young, dynamic format, but one consistent with the brand identity. The solution chosen sees the Fiuggi trademark positioned diagonally, as if it were “ready to sprint” for every need. Graphically it has been slightly modified with a similar technique to some metropolitan graffiti, a detail that immediately brings it to appear as “interpreted” for the new generations, in line with a more modern lifestyle.