New packaging: Peroni Nastro Azzurro, Crumbl, Pure Maple reveal fresh designs

UK –Peroni Nastro Azzurro is reshaping its image in the UK by transitioning its 330ml cans from a sleek slimline format to a more compact ‘stubby’ design.

The move is part of the brand’s effort to attract a younger and more affluent consumer base to the increasingly popular can format.

The updated cans will debut in a new easy-open 10-pack, specially designed for fridge storage. Launches are planned across major UK retailers including Majestic and Parfetts.

“As cans gain traction in the premium lager category, we’re seeing a shift in perception,” said Rob Hobart, marketing director at Asahi UK.

“Cans were once aligned with economy lager, but for premium brands like Peroni Nastro Azzurro, the format is now resonating with trend-conscious and younger adult shoppers.”

Crumbl new packaging

Dove, in collaboration with bakery chain Crumbl, is turning heads with a limited-edition packaging makeover.

Known for its minimalist white aesthetic, Dove temporarily swapped its iconic design for Crumbl’s signature pink, echoing the bakery’s cookie boxes.

The result is a bold, playful visual blend of Dove’s skincare heritage and Crumbl’s sugary charm.

“This collaboration allowed us to speak directly to Gen Z, combining self-care with a dash of indulgence,” said Ben Oates, founder and executive creative director at JDO, the agency behind the redesign.

“In a crowded marketplace, standing out requires unexpected, joyful design—and Dove achieved exactly that.”

Slice Design unveils new packaging for Pure Maple

Meanwhile, Pure Maple, the British Canadian syrup brand, partnered with Slice Design for a comprehensive packaging refresh that celebrates its Canadian origins.

The new design features a refined Leone bottle inspired by traditional maple syrup containers, with illustrated storytelling elements tracing the syrup’s six-week spring harvest journey from tree to bottle.

Rob Ward, founder of Puremaplers, praised the redesign, “Slice Design has beautifully captured our brand’s essence, blending authenticity with a fresh, modern aesthetic. The result strengthens our shelf impact while staying rooted in heritage and sustainability.”

Alan Gilbody, owner and director at Slice Design, added, “We aimed to evoke the purity and majesty of the Canadian wilderness in a contemporary and less conventional way, mirroring the syrup’s rarity and craftsmanship.”

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