Galvanina
A company founded at the turn of the 20th century in the lively beach community of Rimini. It was the location of a Roman spring that had for centuries been a destination for treatments, health and recuperation. Since then the Galvanina brand has become one of the most recognizable and popular mineral water and organic beverage brands in Europe.
The Brief
Create a line of proprietary label designs for the introduction of the Galvanina water brand into the US.
The focus should be on the distinct moments of the day when refreshment is needed with an emphasis on celebration.
Rimini is a colorful, beachside, party town with deep history and all of those elements along with the cultural and graphical heritage of Italy should be considered.
The Solution
By combining the best influences of Italianate package design and the bright modern colors of a coastal city.
I created a trade dress and packaging family that used traditional patterns and decorative detail while using modern materials and production processes along with brighter colors and more open compositions to reflect the youthful energy of the company and the exciting moments when it would make an appearance.
This was a style treatment to show the client how the antique and vintage elements would combine with modern elements and a minimal use of detail. I wanted to pay homage to the past while evolving the Italian look for a modern audience.
I started with various mood boards and image research. I found that the Rimini area in particular had quite a young aesthetic and was like other global coastal cities that were driven by tourism and nightlife.
The system had to work across multiple categories, containers and environments without losing the brand connection.
After creating the initial can designs, the client wanted to see the application of the motif to ads and POS displays.
In case the client did not buy the proposed design, I made mockups of the current design to show how versatile the system was.
The final design used the Italian decorative motifs very sparsely and focused more on the strong diagonal and luster of the substrate as the identifying elements, that would hopefully, recall brands like Cinzano and other classic Italian packs