Peroni Nastro Azzurro

TRUE ITALIAN FLAIR

Packaging
Production
Guidelines

We brought passion and flair back on pack for the world’s most famous Italian lager, clearing away residual premium codes to create a bolder, more modern expression and sending the brand’s ‘blue ribbon’ namesake sailing across continents. True icons might not ever go out of style, but this one never looked so good.

Business Challenge:

Peroni Nastro Azzurro exists to elevates life’s moments with passion and flair in true Italian style. Challenging category conventions since 1963, the brand was aiming for Top 10 Global Beer status by 2030, with packaging a key driver for that growth.

Last redesigned in 2018, its secondary packaging was born of the ‘old’ codes of premium and had become recessive on shelf vs. competitors. A better-performing secondary pack was a huge commercial opportunity if it could strengthen standout on shelf, increase penetration and rate of sale, while at the same time improving premium perceptions.

Creative Solution:

Distinctive asset research had identified the brand elements with most power and potential in consumers’ eyes, so we began by exploring these across early design concepts which were tested in three key markets, with strong results.

Our design solution unleashes the brand’s key asset - the blue ribbon (‘Nastro Azzurro’). Sweeping across every canvas it embodies passion and flair while providing a distinctive shape and colour that’s unmissable in store. And wrapping all four sides of every pack format, the design creates an ‘endless ribbon’ wherever packs are seen together.

The main logo lock-up – ‘the Amaretti’ - remains familiar but has been refreshed and rebalanced to drive standout and better findability without losing any premium detailing.

The new design also incorporates Peroni Nastro Azzurro’s bespoke bottle, the Italian sunlight captured through its fresh green glass. While driving product appeal and making the crisp white canvas more approachable, the bottle also signposts Peroni Nastro Azzurro as a beer, in markets where the brand is less established.

We followed the creative challenge with the complexity of a global rollout, first extending the design to 0.0% and Gluten Free variants then building key master templates and detailed guidance. The result is an impactful new design that will bring more people into this pioneering brand more often, and contributing to its ambitious growth.