Peroni Nastro Azzurro has teamed up with Brand design agency Outlaw to unveil a new design for its secondary packaging.
The brief was to highlight the company’s blue ‘Nastro Azzurro’ ribbon and aiming to improve shelf impact.
Born in Rome in 1963, Peroni Nastro Azzurro exists to elevates life’s moments with passion and flair in true Italian style.
The brand has always challenged the conventions of the beer category and has a global ambition to become a top 10 beer brand by 2030, with packaging a key driver for that growth.
Last redesigned in 2018, the brand’s secondary packaging was born of the ‘old’ codes of premium and had become recessive on shelf vs. competitors and even Peroni Nastro Azzurro’s own 0.0% and ‘Stile Capri’ launches.
A better-performing pack design represented a huge commercial opportunity, so our brief was to strengthen Peroni Nastro Azzurro’s standout and findability on shelf, increasing penetration and rate of sale while also improving premium perceptions.
Distinctive asset research had identified the brand elements which had 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 the passion and flair of the brand while providing a distinctive shape and colour that’s unmissable in store,” the company said.
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 pioneering brand more often, and contributing to its ambitious growth.
Mike O’Donoghue, global head of brand at Peroni Nastro Azzurro, explained: “Outlaw rose to the creative challenge of moving our proud Italian brand forwards with boldness and care, while also navigating the unique complexity of a global business with multiple market stakeholders.
“We’re delighted with the result – as are our local teams – and we can’t wait to see the blue ribbon on shelf everywhere.”
