CHIARELLA

Many mineral waters evoke their origin by representing on the label the place where they originated. So brands have their own mountain, an area from which water generally sees the light. They are absolute, perfect mountains, integrating with the brand and becoming part of it, becoming elements of identity.

Chiarella also springs from a mountain but what it shows on the label is Lake Como -seen from Plesio- Bellagio in the centre and the Lecco branch fading into the horizon on the left. This is the view from where the water is bottled. And the mountain? It cannot be seen because it is behind the observation point. Since 1965, this depiction appears on Chiarella’s labels and this says that the point of view is identity.