Peroni Nastro Azzurro

Design: Nude Brand Creation
Project Type: Produced, Commercial Work
Client: Asahi UK
Location: London, Uk
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle, Paper Labelling, Glassware
Printing Process: Rotogravure

Super-premium Italian beer brand Peroni Nastro Azzurro has announced a new logo, bottle and glassware, with identity and packaging developed by Nude Brand Creation. The renovation is the most significant for the global brand since 2005 and re-affirms the brand’s position as a global Italian style icon.

With style at its heart, Peroni Nastro Azzurro’s new bottle and glassware is a beautiful, sleek and stylish new design which takes inspiration from the brand’s rich history, re-introducing iconic elements.

The new Peroni logo has evolved to evoke classic Italian style using characteristics of traditional Italian fonts. The wordmarque is rooted in the brand’s history taking inspiration from historical logos, including the original Peroni Nastro Azzurro from 1963.

Around the logo, Nude has evolved the Peroni Amaretti to reflect a more stylish and effortless style icon. Reference to the provenance of Rome has been reintroduced and the 1846 founded date linked with the brewery crest. The reintroduction of the alchemy symbol at the center of the crest takes inspiration from the original emblem that appeared on the very first Peroni bottles. The founder’s signature has been given added prominence as a reassurance of craftsmanship and authenticity. Nastro Azzurro is now in blue as a semiotic link to its true meaning of blue ribbon, and with an Italia watermark to add layering and quality cues.

The elegant neck label brings to life the blue ribbon and the introduction of a hand drawn maize icon highlights the high quality Italian ingredients. Each change softly reflects the brand’s authentic Italian heritage whilst retaining its iconic blue, red and white colours.

The innovation will see the bottle evolve into an elegant shape with references to the brand’s Roman provenance and heritage. An engraving of Giovanni Peroni’s signature is a mark of craftsmanship and quality crisply cut onto the side of the bottle. The Birra Peroni Barrel stamp makes a nod to the provenance of the liquid that continues to be brewed in Italy. The hexagonal label on the bottle combines the perfect mix of Roman provenance and Italian stylish modernity, inspired by the shape at the heart of the original Peroni crest.

The bottle is accompanied by new glassware. With a tall, elegant and waisted profile, the glassware will take on a new modern hexagonal base. An engraved signature of Giovanni Peroni has been introduced in keeping with the new bottle design and reinforces Peroni Nastro Azzurro’s premium Italian craftsmanship and passion.

Tony Enoch, Creative Partner at Nude Brand Creation said: “When we first started working with Peroni on the brand-renovation, it was very important for them to incorporate the brand’s rich heritage whilst bring the passion for modern-day style and elegance into the renovation.

“We began by visiting the Birra Peroni brewery in Rome to meet the Master Brewers, look through the archives and immerse ourselves in where the brand came from. This was such a rich source of inspiration, to see how the brand has evolved over the years and the passion and expertise behind the product today. We wanted to create a design that reflected everything we saw and learned, taking reference from the past but making it relevant for today.”

Tom Hearn, Director at Nude Brand Creation added “It has been a privilege to work on such an iconic brand as Peroni Nastro Azzurro and to honour the brand’s history. Each and every element has been carefully considered and crafted, no change is without reasoning or rationale.”

Daniel Grass, Global Marketing Director for Peroni said: “We know that our bottle and glass are one of the strongest drivers of brand equity, so we carried out extensive consumer research, both in the UK and Italy. Nude’s design work received outstanding results and in all cases the perception of both the new glass and bottle positioned the brand with differentiation, as well as Italian heritage and style.”

Nude Brand Creation has been working with the Peroni team for a number of years and previous work includes Peroni Nastro Azzurro Gluten Free and Peroni Ambra.

The 330ml Peroni Nastro Azzurro bottle will be the first to rollout at the end of this year, followed by the 620ml and 660ml early 2019. The glassware will start its transition into the trade in the autumn, completing the roll out into early 2019.