Packaging Evolutions: Vasant, Peroni Nastro Azzurro unveil stunning redesigns

INDIA – Vasant, a renowned name in the spice industry, has embarked on an exciting new chapter with a fresh packaging makeover.

The launch, part of its ongoing “Pyaar Toh Hona Hi Tha” campaign, celebrates the joy and love Vasant infuses into every meal.

The campaign features Bollywood icon Anil Kapoor as the brand ambassador, emphasizing the timeless bond between food and emotions. Vasant’s new packaging blends tradition with contemporary aesthetics, reflecting the brand’s core values of quality and trust.

Chandrakant Bhandari, Chairman and Managing Director of Vasant, expressed his enthusiasm for this milestone, “For over five decades, Vasant has stood as a symbol of trust and purity in kitchens across India.

“Our revamped packaging, inspired by the ‘Pyaar Toh Hona Hi Tha’ campaign, represents a blend of freshness, modernity, and deep-rooted tradition. With Anil Kapoor gracing our new look, we aim to connect with audiences across generations and reaffirm our promise of purity and quality.”

Vasant’s entire product range will soon showcase this bold, new design, inviting customers to experience its timeless spices in a refreshed avatar that celebrates the love behind every dish.

Peroni Nastro Azzurro: Redefining Italian style

Meanwhile, Outlaw, a Bristol-based strategic brand design agency, has delivered a striking redesign for Peroni Nastro Azzurro’s secondary packaging.

This marks the brand’s first major global update since 2018 and aligns with its ambition to become a top 10 beer brand by 2030.

Peroni’s existing secondary packaging had begun to lose visibility on shelves compared to bolder competitors.

Leveraging consumer research, Outlaw identified key brand assets, including the iconic blue ribbon (“Nastro Azzurro”), to enhance shelf appeal and premium perceptions.

The redesigned packaging amplifies the blue ribbon as a central element, sweeping across every pack in an “endless ribbon” design.

This distinctive visual asset, combined with the refreshed logo lock-up, creates greater standout and recognition on shelves.

Additionally, the bespoke green glass bottle is prominently featured, adding appeal while clearly signaling the product as a beer, especially in emerging markets.

Rolling out globally, the updated design extends seamlessly to 0.0% and Gluten-Free variants, establishing a consistent system for local adaptations.

Alex Rexworthy, Design Director at Outlaw, noted, “Peroni Nastro Azzurro is an icon of Italian style. This redesign unleashes the ‘Nastro Azzurro,’ bringing more consumers into the brand’s world and contributing to its ambitious growth goals.”

Mike O’Donoghue, Global Head of Brand at Peroni Nastro Azzurro, added, “Outlaw expertly balanced creativity with the complexities of a global rollout. We’re thrilled with the result and can’t wait to see the blue ribbon on shelves worldwide.”

Both Vasant and Peroni Nastro Azzurro demonstrate how thoughtful packaging redesigns can capture brand essence while appealing to evolving consumer expectations.

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