peroni restyling
An italian icon meets the future
Peroni has been serving refreshingly cold beer in Italy since 1846.
After 175 years of business it was apparent that consumer’s needs were changing and maybe it was time to also refresh the brand.
The implementation of Peroni’s new product identity was the decisive step in a wider repositioning based on the important contemporary issues of inclusion, sustainability and the Italian character while projecting the brand into the future with a strong message about its ability to innovate.
The challenge required courage and respect. The courage to change while being mindful of the brand’s heritage and consumer’s genuine attachment to such an established brand.
And so, after taking a deep breath, we started with the brand’s most iconic asset: The Peroni logo.
We embarked on a journey of gradual refinement – inverting the colours from red to white, simplifying the brand flag, redrawing the logotype – until we achieved a level of brightness and strength which commands respect and exudes authority. As a result, the logo is no longer an element which floats above the label but rather is the label.
The shape of the previous label was retained while the design was stripped of superfluous references to the past. The new design’s simplicity and rigor shifts Peroni into a contemporary dimension that glorifies the brand on-pack and reinforces the storytelling of it’s Italian heritage and the product’s quality ingredients. These fundamental values are expressed in an unadorned style which is more relevant to today’s consumer.
The coordinated packaging system has reenforced the family feeling across the range of Peroni beers, creating greater visibility on-shelf without compromising the individual character of each variant.
We believe that this is an assertive restyling which confidently supports the new brand positioning centred on the concept of United Beyond All Differences. What do you think?
