CHIARELLA
The point of view is identity
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.
From a design point of view, the 2015 revision is certainly the version where we made a revolution: the panorama takes up space, the Chiarella logo has been completely redesigned for greater readability, a new claim has been placed just below the logo, the amount of colour has been reduced. Last but not least, the container has become transparent to capture the sense of clarity that the brand name evokes.
After almost ten years, our 2024 version simplifies the general composition of the 2015 solution while leaving the same expressive elements and color system. The Chiarella logo moves to the top of the label, and the panorama loses its descriptive component to become an almost symbolic abstraction.
What we did for this brand
Visual identity redesign
2015 and 2024 Label redesign
