The design refresh aimed to strengthen the beer’s standout on the shelf, increasing penetration and rate of sale while also improving its ‘premium’ perceptions. The blue ribbon wraps around all four sides of every pack format to create an ‘endless ribbon’ wherever packs are seen together.
The main logo has been refreshed and rebalanced, and Peroni Nastro Azzurro’s bespoke bottle has been incorporated, designed to signpost the beer in markets where the brand is new or less established.
For the rollout, Outlaw initially extended the core design to 0.0% and Gluten Free variants to establish a consistent design system before building master packaging templates and detailed guidance to enable ‘seamless rollout’ to local market formats and specifications. Peroni Nastro Azzurro’s new secondary packaging is currently launching across local markets.
Mike O’Donoghue, global head of brand at Peroni Nastro Azzurro, said: “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.”
Smurfit Westrock teamed up with Poppin Candy in November to deliver products in bespoke printed, ‘pizza-style’ postal boxes with a colourful design, aiming to stand out on social media platforms, such as TikTok. The new look seeks to be a ‘fun’ and ‘dynamic’ pack that unlocks an ‘unmatched’ unboxing experience for consumers to share on social media.
Chocolate brand Guylian has made the move to remove plastic film from the outside of its chocolate boxes, replacing it with a central closure that opens in two parts. Designed for easy access to the chocolates, the interior design of the pack also speaks to the story behind the brand’s creation in 1958.