Before & After: Peroni Nastro Azzurro
"Peroni Nastro Azzurro have joined forces with JDO Brand Design & Innovation to produce an evolutionary new packaging design for the brand. The new timeless design continues to embody effortless Italian style and keeps the brand relevant to its target audience. The new look will be launched in early May and rolled out globally.
JDO were briefed to preserve the recognisable Peroni Nastro Azzurro iconography whilst evolving the design and adding new premium elements. Peroni Nastro Azzurro's Italian craftmanship and authenticity are still at the core.
The result is a cleaner design with fewer embellishments. The typography is simplified with less pronounced seraphs and a silver drop shadow below the Peroni Nastro Azzurro branding. The design sits on a crisp white background with rich metallic blue, bright red and silver 'refreshment' cues to complement warm gold detailing. The blue ribbon has been established as the key identifier for the brand. It is now a prominent and memorable visual element of the brand iconography representing Peroni Nastro Azzurro's timeless, stylish italian heritage. The ribbon device also allows the outer pack design to 'link up' on shelf to create more standout on shelf to create more standout in store.
'The new presentation builds on Peroni Nastro Azzurro's unique equities with greater clarity and a fresher feel. The difference shouldn't be so much noticed as felt,' says Paul Drake, JDO's creative Director. 'Peroni Nastro Azzurro doesn't play by the typical beer rules it plays by style rules and that's a unique and inspirational positioning to leverage.'"
Designed by JDO Brand Design & Innovation
Designers: Justin Banks & Paul Drake
Creative Director: Paul Drake
Artwork: James Davies
Project Manager: Karen Woolley
Client Director: Helen Slater