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Defining a new presentation for an Italian icon

Effortlessly Stylish

Excellent design ensures a blue ribbon event

Say Italian, and what springs to mind? Superb style, cutting edge design and a certain laid-back coolness that’s hard to define?

A brand that personifies all three is Peroni Nastro Azzurro.

  • Client: Peroni Nastro Azzurro
  • Year: 2006 - 2014
  • Location: Global
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

Brewed in Italy, it's the Peroni brewery’s premium pale lager brand, named in honour of the Blue Riband awarded to Italian ocean liner SS Rex in 1933.

When it came to designing new packaging for the brand, as well as a tap badge and tap marker, we were briefed to preserve the brand’s recognisable iconography while improving its quality perceptions among consumers. We also had to ensure the brand’s Italian craftsmanship and authenticity remained at its core.

We contemporised the typography with less pronounced serifs, simplified the crest and established the blue ribbon as the key identifier for the brand. It’s now a prominent and memorable visual element of the iconography and represents Peroni Nastro Azzurro’s stylish Italian heritage. The ribbon device also allows the outer pack design to link up on shelf to create more standout in store.

A silver drop shadow was also used below the Peroni Nastro Azzurro branding. The design sits on a crisp white background with rich metallic blue, bright red and silver refreshment cues to complement the warm gold detailing which was used to a lesser extent to ensure a fresh look. A watermark was introduced on the bottleneck and embossed on the outer packaging for textural detail. The new timeless design continues to embody effortless Italian style and keeps the brand relevant to its target audience.

JDO was behind the beautiful and unique on-bar presentation for Peroni Nastro Azzurro, and our revolutionary draft fount, which saw sales increase straight from launch, was an overnight success.


This game-changing new fount, along with the beautiful category-leading glassware, were the key brand assets designed by JDO for driving the effortlessly stylish look and feel in an instantly recognisable form. Our gorgeous design encapsulates all that is Peroni Nastro Azzurro and more.

The unique and totally original side branding of the fount was designed to attract consumers along the length of bar, as opposed to those just immediately in front of it, and we included countless innovations under its elegant form.

Our draft fount was the start of a rolling innovation program that lead to numerous products, including Peroni Piccola - a refreshing take on the aperitivo moment, and Peroni Leggera, a clean, crisp lower carb and calorie beer.


The new presentation builds on Peroni Nastro Azzurro’s unique equities with greater clarity and a fresher feel. The difference shouldn’t be so much noticed, as felt. Peroni Nastro Azzurro doesn’t play by the typical beer rules, it plays by style rules and that’s a unique and inspirational positioning to leverage.
Paul Drake, Founder and Creative Director, JDO

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