The mark
A refined wordmark paired with the arch of Fonte Bonifacio VIII, reduced to its essential geometry.
The New Fiuggi
A thousand-year source, a contemporary voice
A new logo, new formats and a design language drawn from the water itself — a renewal that begins by understanding what should not change.
Origins and history
Nearly a thousand years of record
The first written accounts of the water of Fiuggi date back close to a millennium, and they already describe it in the terms still used today: light, purifying, easy on the body.
The springs — Bonifacio VIII and Anticolana — rise at around 750 metres in the Ernici Mountains of Lazio, in woodland that has been protected precisely because the water depends on it.
Pope Boniface VIII, who came from the area, is the reason one of the springs carries his name. Two and a half centuries later Michelangelo wrote to his family about the same water, in a letter still quoted in Fiuggi today.
“The water that breaks the stone — the name Fiuggi carried for centuries, before anyone thought to bottle it.”
From past to present
An Italian excellence, still evolving
What began as a thermal destination became, in the twentieth century, an industrial one: a bottling operation built next to the springs so that nothing is transported before it is sealed.
The water has been a fixture of Italian hotels, restaurants and wine bars for generations, and is now shipped to markets across Europe, the Gulf, Asia and North America.
The renewal announced with the new plant does not touch the water. It changes everything around it — process, packaging, energy, and the way the brand speaks.
The design
Drawn from clarity
The palette
Water blues, stone greys and warm paper tones — colours taken from the springs and the town rather than from a trend.
The bottle
Clean lines and precise proportions across every line, so that Everyday, Premium and Luxury read as one family.
The materials
Recycled PET for the plastic range and non-returnable glass for Luxury, each chosen for what it does for the water and for the footprint.
Properties
What the analysis says
Acqua Fiuggi is classified as oligomineral: its fixed residue at 180 °C is 150 mg/L, which places it firmly in the light category. Sodium sits at 8.10 mg/L and the pH is close to neutral at 7.47.
Calcium, magnesium and potassium are present in modest, balanced quantities. The result is a water that is easy to drink in volume and that has long been associated with diuretic and purifying regimes.
Registered in the Italian Register of Historic Trademarks of National Interest since 2022 — a recognition of more than a century of continuous activity and of the cultural weight of the brand.
Mission
Well-being, renewed daily
Our commitment is simple to state and demanding to keep: protect the source, bottle it honestly, and make the result available to people who care what they drink.
Balance, clarity, care — the promise is the same one that brought travellers to Fiuggi eight hundred years ago.