AN ITALIAN TWIST: LAUNCHING PERONI NASTRO AZZURRO'S NEW FLAVOURED 0.0%

Brief / Challenge:

As part of its journey to become a top 10 global beer brand by 2030, Peroni Nastro Azzurro is innovating into new categories and occasions with a refreshing new twist on flavoured non-alcoholic beverages.

Peroni’s new flavoured 0.0% range isn’t just a product launch, it’s a strategic portfolio move to grow Asahi Group’s presence in the non-alc space, recruiting a whole new audience through a premium, stylish and flavour-forward offering.

Peroni’s new flavoured 0.0% would first launch into Romania, where the flavoured non-alc category is well established. However less mature markets could follow in the future, so our design needed to answer two challenges at once - educate consumers in markets where flavoured non-alc is in its infancy, and offer a more premium option in markets where the category is saturated.

A new design system was created to celebrate the brand’s ribbon asset, combining strong masterbrand standout with flavour differentiation. This was paired with a new approach to fruit depiction and Italian-inspired typography to build premium flavour and refreshment cues.

The new design extended across multiple pack formats and variants, and was supported by a key visual which heroed the real fruit in every product and inspired a tasty and inviting brand world for market activation.

As the flavoured non-alc category grows and evolves, brand design plays a pivotal role in shaping perception and driving consumer choice. With this project we were proud to help Peroni to enter the category with a stylish Italian twist.