The aim was to revitalize the bottle’s appearance and “reimagine its character,” elevating it to embody “elegance and modern Italian style.” This initiative aligns with current food and drink consumer trends that emphasize sustainability and aesthetic appeal.
The project began with the redesign of an existing bottle, focusing on both its shape and label. Argea sought to strike a balance, ensuring a connection to the original product while providing a fresh and sophisticated update in line with sustainable packaging practices.
In response, Gentlebrand introduced a new bottle concept that honors the essence of the original while offering a refined and memorable visual identity. This transformation not only updates the product but also enhances its position within the market for food and drink packaging.
The bottle’s design features gracefully embossed, flowing lines reminiscent of fabric elegantly draped over a fine silhouette. This innovative approach creates a captivating visual experience, appealing to modern consumers who value both aesthetics and sustainability.
According to the agency, the unique shape challenges traditional norms by incorporating sinuous lines that are both contemporary and evocative of Italian Baroque elegance. This attention to design reflects broader food and drink marketing strategies that prioritize both form and function in products.