Acqua Panna is a brand of Italian spring water connected to Tuscan luxury since the 16th century when the Medicis discovered the natural spring in the Villa Panna. The water was so refreshing that the powerful banking dynasty had it constantly transported to the city of Florence, about 25 miles away.
Visually, luxury—and its many design cues—has changed over time. Acqua Panna saw the need to refresh its identity to enter a new era for a brand pillared around cultural and natural beauty.
Fine Tuscan living is behind the brand update. Working with the agency FutureBrand, they strengthened the water bottler’s legacy and premium status. The lily, a longtime symbol for Florence, plays a prominent role in the redesign. As the primary visual element, it reinforces Acqua Panna’s Tuscan roots with a mark tied to Italian culture. Meanwhile, the color palette gets anchored in a Tuscan-inspired orange, a regal purple, and white.
The updated typography is refined and bolsters the luxury nature of the brand. The labels feature an illustration of a villa with smooth rolling hills, while the neck of the bottle draws even more attention to the Medici roots of the natural spring. Kaftan Serif gets used on the glass bottles, chosen by FutureBrand for its organic shapes reminiscent of water’s movement.
Conceptually, the idea of luxury changes slightly in meaning. For many, luxury can be a meal shared with friends and family made with quality ingredients. Acqua Panna’s refresh provides a contemporary take on luxury that compliments any table with a meal worth savoring.