Acqua Panna is a brand of Italian spring water connected to Tuscan luxury since the 16th century when the Medicis discovered the natural spring in the Villa Panna. The water was so refreshing that the powerful banking dynasty had it constantly transported to the city of Florence, about 25 miles away.

Visually, luxury—and its many design cues—has changed over time. Acqua Panna saw the need to refresh its identity to enter a new era for a brand pillared around cultural and natural beauty.