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MINALE TATTERSFIELD REDESIGNS PACKAGING FOR ARANCIATA AND CHINO - SOFT DRINKS FROM SAN PELLEGRINO, ITALY
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Minale Tattersfield has redesigned the packaging for San Pellegrino's soft drink brands, Aranciata and Chino.
Aranciata is a range of sparkling soft drinks which include Aranciata amara (bitter orange), dolce (sweet orange), pampelmo (grapefruit), limonata (lemon) and cedrata (citron, which is a cross between a grapefruit and lemon). The existing designs were created by Minale Tattersfield in 1990 and although they have been very successful, the product appeals particularly to young children and mothers. It is considered a healthy soft drink and this is an image they would like to maintain but now San Pellegrino would like to target the profitable youth market with a more trendy image.
The new designs are bursting with vitality and energy and feature a star jumping into the frame. The star reflects the San Pellegrino logo which is echoed by the red star it sports on its front like a T-shirt. The flavour of the drink is denoted by a fruit which doubles as the star's head. The figure is highlighted by a glowing white light on a dark blue background. This colour is then faded to add depth and little stars rise from the top of the figure like the fizzing of the drink. 'San Pellegrino' is held like a banner above the star's head and the flavour splashes out in large letters from under its feet.
Although Chino is Italy's top selling soft drink, it too needed updating to maintain its big brand appeal and to ensure it continued to capture a youth market easily tempted by new products on the market. A similar approach was taken using the same star character but in red, the colour traditionally associated with the Chino brand. A black background replaces the brown previously used, for greater impact. The Chino branding features strongly at the top of the design whilst San Pellegrino acts as a simple endorsement at the foot.
These designs will be applied to multi-packs, cans and PET bottles.
Submitted: 27 May 2003
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