“Cloud” Design for San Pellegrino
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“Cloud” Design for San Pellegrino

Since 1899, the San Pellegrino name has become synonymous with the highest quality mineral water. Inspired by the very notion of water and its ubiquitous presence, Neri&Hu explores the hydrologic cycle as a theme for this label design collaboration. A close reading of the illustration shows that the image is composed entirely of dots, representing the fundamental unit of water, the water molecule. Each phase of the water molecule’s transformation can be found in the image—liquid evaporates into air, condensates to form clouds and then precipitates as rain—coming full circle. The cyclical nature of water and therefore of life itself is celebrated in this homage to water and the century-old San Pellegrino brand.

Brand
San Pellegrino, Italy

Year
2018

“Water is fluid, soft, and yielding. But water will wear away rock, which is rigid and cannot yield. As a rule, whatever is fluid, soft, and yielding will overcome whatever is rigid and hard. This is another paradox: what is soft is strong.”
Lao-Tzu 600 B.C.