An Italian Twist: Launching Peroni Nastro Azzurro’s New Flavoured 0.0%
As part of its journey to become a top 10 global beer brand by 2030, Peroni Nastro Azzurro is innovating into new categories and occasions with a refreshing new twist on flavoured non-alcoholic beverages.
Peroni’s new flavoured 0.0% range isn’t just a product launch, it’s a strategic portfolio move to grow Asahi Group Holdings presence in the non-alc space, recruiting a whole new audience through a premium, stylish and flavour-forward offering.
Peroni’s new flavoured 0.0% would first launch into Romania, where the flavoured non-alc category is well established. However less mature markets could follow in the future, so our design needed to answer two challenges at once – educate consumers in markets where flavoured non-alc is in its infancy, and offer a more premium option in markets where the category is saturated.
A new design system was created to celebrate the brand’s ribbon asset, combining strong masterbrand standout with flavour differentiation. This was paired with a new approach to fruit depiction and Italian-inspired typography to build premium flavour and refreshment cues.
The new design extended across multiple pack formats and variants, and was supported by a key visual which heroed the real fruit in every product and inspired a tasty and inviting brand world for market activation.
As the flavoured non-alc category grows and evolves, brand design plays a pivotal role in shaping perception and driving consumer choice. With this project we were proud to help Peroni to enter a new category with a stylish Italian twist.




CREDIT
- Agency/Creative: Outlaw
- Article Title: An Italian Twist: Launching Peroni Nastro Azzurro’s New Flavoured 0.0%
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: BRISTOL
- Market Region: Europe
- Project Deliverables: Brand Design, Packaging Design, Packaging Guidelines, Product Design, Product Photography
- Format: Bottle, Can
- Industry: Food/Beverage
- Keywords: innovation, packaging design, design, brand design, branding
-
Credits:
Marketing Manager: Josh Matthews