Enterprise IG has rebranded Peroni Nastro Azzurro, the Italian premium beer owned by SABMiller, to spearhead an international growth strategy.
The beer will launch in early March and features a reworked visual identity, graphics, bottle shape and packaging. Enterprise IG is the lead design consultancy for Peroni and has been working on the account for two years.
The bottle has a sleeker form with a longer neck to enhance stand-out on shelf. It features a redesigned brand flag and packaging with a cleaner silver and white colour palette. The blue ribbon label has been redrawn in an asymmetrical style. The brand language has also been revised to reinforce the product’s Italian credentials.
Enterprise IG carried out research with WPP’s division, Added Value, to establish the brand positioning and architecture. The launch will be supported by a £3.5m marketing campaign.
Dave Brown, chairman of Enterprise IG, says, ‘The aim of the rebranding is to dial up the volume of the brand’s Italian heritage and authenticity in a confident way, as SABMiller aims to drive the growth of the brand.’