# Redesigned Bold Beer Brands Peroni Received a New Packaging Design from Smith Lumen By Colin Smith | Published 2024-05-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/peroni-smith-lumen References: [thedieline](https://thedieline.com/the-iconic-italian-beer-peroni-gets-a-classy-new-look-from-smith-lumen/) & [smithlumen](https://www.smithlumen.com/project/peroni-restyling/)  [Peroni](https://www.trendhunter.com/trends/peroni-nastro-azzurro-gold-bottle), an iconic brand within the Italian cultural landscape, has undergone a significant restyling to mark its 175th year of history. The brand’s evolution was entrusted to Smith Lumen, a design agency known for its expertise in [visual identity and packaging design](https://www.trendhunter.com/trends/visual-identity1). The restyling initiative aimed to reaffirm Peroni’s rich heritage while propelling the brand into a contemporary space. The new design emphasizes simplicity and rigor, which not only glorifies Peroni’s on-pack presence but also reinforces the storytelling of its [Italian heritage](https://www.trendhunter.com/trends/itallian-tradition) and the quality of its ingredients. The redesign by Smith Lumen presents a refreshed visual identity that aligns with Peroni’s traditional values and modern aspirations. It is a testament to the brand’s commitment to maintaining its status as a symbol of Italian excellence. The restyling process involved a careful consideration of Peroni’s historical elements, ensuring that the new look would resonate with both longstanding aficionados and a new generation of beer enthusiasts. The updated packaging design reflects a blend of classic elegance and contemporary aesthetics, positioning Peroni as a premium offering in the global beer market. Image Credit: Peroni ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 83% | Activity: 91% | Freshness: 23% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Why This Trend Is Growing - **Simplified Packaging Design:** Exploring minimalist packaging to emphasize brand presence and storytelling. - **Heritage-centric Brand Evolution:** Revitalizing brand identity by showcasing historical elements while appealing to modern consumers. - **Premium Positioning Strategy:** Leveraging classic elegance and contemporary aesthetics to establish a high-end brand perception. ### Industries Being Reshaped - **Beverage Packaging:** Incorporating minimalist design principles to enhance product visibility and brand narrative. - **Brand Consulting:** Providing expertise in balancing heritage elements with modern trends for impactful brand transformations. - **Craft Beer Market:** Utilizing premium design approaches to elevate brand positioning and attract a diverse consumer base. ## Related on Trend Hunter - [Italian Lager Packaging Updates](https://www.trendhunter.com/trends/peroni-nastro-azzuro.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Visual Beer Brand Identities](https://www.trendhunter.com/trends/visual-brand-identity1.md) - [Australian Beer Revamps](https://www.trendhunter.com/trends/tooheys.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Premium Mediterranean Lagers](https://www.trendhunter.com/trends/peroni-nastro-azzuro-stile.md) - [Limited-Edition Gold Bottles](https://www.trendhunter.com/trends/peroni-nastro-azzurro-gold-bottle.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md)