Bristol-Based Outlaw Reinvents Peroni Nastro Azzurro Packaging to Reflect Italian Heritage and Boost Global Growth
The iconic Italian beer brand, Peroni Nastro Azzurro, has partnered with Bristol creative agency Outlaw to deliver a striking new design for its secondary packaging. With its origins in Rome in 1963, Peroni has always embodied true Italian passion and flair, and this redesign reinforces its commitment to challenging conventions and elevating the beer category.
The redesign comes as Peroni Nastro Azzurro sets its sights on an ambitious goal: to become one of the world’s top 10 beer brands by 2030. Recognizing packaging as a key growth driver, the company tasked Outlaw with creating a more impactful design that would stand out on shelves, attract more consumers, and enhance its premium appeal.
Outlaw’s research identified the brand’s most powerful and distinctive assets, which became the foundation for the redesign. Central to the new look is the blue ribbon, or Nastro Azzurro, a symbol of Peroni’s heritage and sophistication. The ribbon now sweeps boldly across all sides of the packaging, creating an “endless ribbon” effect when packs are displayed together, ensuring instant recognition and unmissable shelf presence.
The logo, known as ‘the Amaretti,’ has been subtly refreshed to improve findability without losing its premium detailing, striking a balance between familiarity and modernity. Another key feature of the design is Peroni’s bespoke green glass bottle, which captures the essence of Italian sunlight and serves as a visual cue to highlight the beer’s quality. This element also helps introduce the brand in emerging markets where Peroni’s presence is still growing.
The redesign extends to Peroni’s full range, including 0.0% and Gluten Free variants, ensuring a cohesive brand identity. Outlaw managed the complex global rollout, creating master templates and detailed design guidelines to maintain consistency across markets.
The new design has already garnered strong results from testing in three key markets, with consumers responding positively to its elevated aesthetics and enhanced visibility. By combining timeless Italian style with modern packaging innovation, Peroni Nastro Azzurro’s revamped look is poised to strengthen its global presence and drive significant growth.
With Outlaw’s creative expertise, Peroni Nastro Azzurro continues to celebrate its heritage while redefining premium beer packaging for the future.
