Bognanco, back with a Splash.
Bognanco returns with a renewed identity defined by unwavering self-assurance and contemporary relevance, built on more than 150 years of Italian beverage history. The challenge was to honour what made the brand original since 1863 without turning its past into a nostalgic exercise, while bringing back the progressive attitude that established Bognanco as one of Italy’s first pioneering mineral waters and artisan sodas. The fountain, one of the brand’s most enduring assets, became the organising principle of the identity and its distinctive aesthetic. Reinterpreted through archival references and historic illustrations, it captures the optimism, vitality and confidence that have defined Bognanco since its beginnings.
Radiant cascades, expressive colour and confident, unapologetic typography create a visual language with presence and tension. Coherent and consistent, yet inherently creative and relentlessly authentic, the system is built around confidence, authenticity and a clear sense of its own value. Considered visual equities are designed with flexibility and approachability in mind, creating an identity that is not only unmissable, but actively speaks to today’s consumer through a revitalised packaging identity.
Every element is drawn from Bognanco’s archive and reworked, allowing historic references to take on a new role. References to the clarity and distinctive graphic language of the brand’s 1980s peak bring a contemporary edge to an identity that feels original, self-assured and relevant. Rather than simply reproducing the past, the system extracts its most distinctive codes and gives them new energy, creating a visual world rooted in heritage without being constrained by it.
The campaign is driven by an audacious vision, rejecting the polished conventions of traditional beverage advertising in favour of raw emotion, unexpected imagery and documentary-style photography that transforms water into an artistic subject. Drawing from fashion, art and culture, it creates a world that feels instinctive, unconventional and deliberately unresolved. Together, the identity and campaign position Bognanco as a brand with history, attitude and a renewed cultural relevance—confident in where it comes from, authentic in how it expresses itself, and unapologetic about where it is going.
Brand Strategy, Portfolio Strategy, Design Strategy, Communication Strategy, Copywriting, Naming & Storytelling, Logotype Design, Visual Identity, Packaging Design, Digital Design, Web Design, Photography & Image Creation, Exhibition Design, Advertising.
Pushing absolute authenticity.
Fredrik immediately saw the vision: bring this iconic ’80s identity back to life, and knew instinctively how to push it further. From that moment, Smith Brand Design became a key creative partner, helping us reclaim the identity and transform it into a bold, distinctive visual language that pushed us way outside our comfort zone.
Enrico Silva, Director-General
