A few players feature the non-alcoholic drink market. Sanpellegrino decides to reinforce its presence with an original brand extension policy.

Elaborating a product identity consistent with the Emozioni brand while expressing all the qualities of the new drink: intense and with a strong kick.

Every detail of the pack conveys the strength of the spices: a new, sharper typeface has been used for the name, while chilli pepper and cinnamon powder have been placed behind it. The power of chilli is stressed by the contrast of red colour on a black background. The liveliness of the cinnamon is made sharper by a background that reminds of a sack of jute.