Peroni: ImPackt

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 qual and quant approaches, including ImPackt, to identify and refine the perfect pack design – one that delivered disruption but retained key brand assets.

Once optimal pack designs had been identified and created, we gathered consumers back to assess prototypes and offer further optimization guidance.


Asahi received ‘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, adding £12.9m in sales and helping to push Asahi profits up by 17%.

Peroni V Inci Cover

Quick, flexible methodology and quick, flexible team. Very responsive to requests and a well-written presentation deck.

Global Head of Insight, Asahi

Schedule a call with us

If you'd like to understand a bit more about us or find out how we can help solve your challenges, check out our team's availability and book in a call at a time that suits you.

Book a Slot Today

Get in touch

If you'd prefer to chat over email, fill out your details below and we'll get back to you as soon as we can.

* Indicates a required field.