Peroni: Pack Design

Re-inventing an Italian icon

As part of Peroni’s brand renovation strategy, Asahi wanted to understand how to evolve the brand’s iconography and visual identity. The packaging needed to convey quality, great taste and Italian heritage to maintain the brand’s premium positioning in the UK. This meant creating a design that would disrupt the market while retaining key brand assets.

Peroni Vinci Signature


We used a combination of agile quantitative research tools, consumer co-creation workshops and in-depth qualitative interviews to identify and refine the perfect pack design. After creating optimal pack designs, we welcomed the consumers back to assess the prototypes and offer feedback.


We provided Asahi with ‘Rules of Success’ for both pack design and structure, which they took forward to production.

Following the rebranding in August 2018, Peroni surged forward three places in Britain’s biggest alcohol brands in 2019. This led to a £12.9m increase in sales and helped to boost Asahi’s profits by 17%. Cheers to that!

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