Peroni Nastro Azzurro has announced its most significant global brand renovation since 2005.
The brand renovation will see a new logo and modern bottle design and glassware. The bottle will transform into an elegant shape with an engraved signature of Giovanni Peroni, one of the founding fathers of Peroni; creating differentiation in the category and reinforcing the premium status of the brand.
The new Peroni logo will evoke a classic iconic style with references to the brand’s Roman provenance in a new hexagonal label on the bottle, inspired by the centre of the original Birra Peroni Crest. Subtle changes such as the iconic blue ribbon will take a modern new shape and the appearance of a hand drawn maize icon highlights the high quality Italian ingredients.
Daniel Grass, global brand director at Peroni Nastro Azzurro, said: “When we launched Peroni Nastro Azzurro in the UK 13 years ago it brought a real category-breaking proposition at the time, however like any great brand it is incredibly important to evolve.
“We have a timeless icon with an enormous amount of history and provenance and we wanted to ensure we evolve into the future, without forgetting our past. 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 to determine our final designs. We received some 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.”
The 330ml Peroni Nastro Azzurro bottle will roll out 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.