PERONI NASTRO AZZURO SECONDARY PACKAGING by The Brand Union London for Peroni

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PERONI NASTRO AZZURO SECONDARY PACKAGING

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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency The Brand Union London
Designer Glenn Tutssel
Released February 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: SABMILLER
Product/Service: PERONI BEER
Agency: THE BRAND UNION
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Executive Creative Director: Glenn Tutssel (The Brand Union)
Designer: Glenn Tutssel (The Brand Union)
Media placement: Cannes Lions entry - Cannes entry - 01 March 2009

Describe the challenges and key objectives
1. To create a premium look & feel for a beer that is a quintessential style icon for Italy.

Describe the brief from the client
SABMiller's Peroni Nastro Azzuro is now the no 1 premium Italian beer in the UK. We were asked to package and create on-brand point of sale devices for the beer for international distribution.

Describe how you arrived at the final design
The bottle and label were redesigned to create an overt Italian feel using hand-drawn typography from Italian heritage, also reinstating the Blue Ribbon. The green glass bottle was inspired by an original Peroni bottle found in their archives. The outer packaging was created as a presentation gift pack for many markets and conveys its unmistakably sophisticated Italian character.

Give some indication of how successful the outcome was in the market
Peroni's UK sales are up 45.4% to £52-million at the latest report (The Grocer, April 24, 2010), which is against the trend of declining beer sales for the group's rivals.