Peroni Nastro Azzurro Capri
TASTE OF ITALIAN SUMMER
Innovation
Naming
Identity
Packaging
Production
We delivered the first piece of global innovation from an ambitious pipeline for Peroni Nastro Azzurro, elevating ‘easy drinking’ lager off the beach and into the more stylish surroundings of the terrace bar. Inspired by the Island of Capri from concept to name and design, ‘Stile Capri’ is your ticket to Italian summertime.
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Business Challenge:
Peroni Nastro Azzurro aimed to become a Top 10 Global Beer brand by 2030. However its portfolio of products was limited to core lager plus 0.0% and gluten free variants – table stakes in the modern beer category.
To drive growth the brand needed to appeal to more consumers in more occasions, and could only do so by understanding how and where it could credibly play. The first opportunity was to premiumise an under-served ‘easy-drinking’ lager category, by delivering Peroni Nastro Azzurro’s take on what a refreshing lager should be.
Creative Solution:
Armed with insights into the category and consumer we helped to develop the entire concept, from a global innovation workshop that produced the initial idea through to liquid profile, naming, packaging and brand visual identity.
A key insight was that refreshment is a feeling, not just a taste experience. So visually every decision was designed to transport you to summertime on the island of Capri, with all the refreshing sensations that brings.
The azure blue is inspired by Capri’s electric blue waters and the vibrant mosaic tiles seen all over the island, while the graphic language is drawn from the iconic striped umbrellas that line the beaches.
Sunkissed golden metallics are used for premium touches and the new ingredient claim – Mediterranean style lager with a hint of lemon. And in keeping with the category Peroni Nastro Azzurro moves away from classic green glass into a clear flint bottle, to show off the light golden liquid and cue the refreshing taste.
The product is always shown in the sunshine, with long shadows and rays travelling lazily through the liquid to evoke the relaxing warmth of summer on the Italian coast, while the editorial photography style is inspired by the worlds of fragrance and fashion.
From first look to first taste, Stile Capri bottles the uplifting refreshment of an Italian summer, in true Peroni Nastro Azzurro style.
