Peroni Nastro Azzurro, the Italian beer brand established in Rome in 1963, has introduced a revamped secondary packaging design. Created by Bristol-based agency Outlaw, this marks the first global update to the brand’s packaging since 2018. The redesign aims to enhance shelf visibility and strengthen the brand’s premium image across its 70 global markets.
Outlaw’s new design emphasizes the brand’s signature blue ribbon, “Nastro Azzurro,” as the central visual element. The ribbon, which sweeps across all sides of the packaging, creates a unified and impactful presentation both on and off the shelf. The refreshed design retains the familiar logo lock-up, known as “the Amaretti,” but balances it for greater visibility without compromising its premium aesthetic.
The update comes as part of Peroni Nastro Azzurro’s efforts to maintain competitiveness in the beer category. Recent launches, such as the brand’s 0.0% and “Stile Capri” variants, had begun to overshadow the core packaging. With packaging seen as a key driver of growth, the redesign seeks to improve shelf impact, increase purchase intent, and elevate perceptions of quality.
The new packaging also incorporates visual cues from Peroni Nastro Azzurro’s bespoke green-glass bottle, which complements the crisp white canvas of the pack while highlighting the product’s Italian heritage. These elements aim to resonate with consumers in both established and emerging markets.
Commenting on the redesign, Alex Rexworthy, Design Director at Outlaw, said, “Peroni Nastro Azzurro is an icon of Italian style, and this redesign allows the blue ribbon to become the hero. It’s been an honor to contribute to the brand’s ambitious growth.”
Mike O’Donoghue, Global Head of Brand at Peroni Nastro Azzurro, added, “Outlaw navigated the complexity of a global rollout with boldness and care. We’re delighted with the result and look forward to seeing the blue ribbon on shelves worldwide.”
The new packaging is rolling out globally, with adaptations for local markets, including 0.0% and Gluten Free variants, ensuring a consistent brand identity.