It’s Friday, which means it’s time for Pack of the Week on The Packaging Today Show — where we don’t just admire great packaging, we unpack why it works.
This week, we’re sipping on style with Birra Moretti. We’re breaking down the bold, rebellious beauty of this can’s design — from the pale ivory backdrop that softens the visual noise of the beer aisle, to the fire-red logo that unapologetically wraps beyond the visible edge. Yes, it breaks the rules — and that’s exactly why it works.
We’ll talk about:
Why muted emerald tones paired with rich red feel so premium
How off-center layouts and logo bleed signal confidence
What other brands can learn about restraint, heritage, and shelf disruption
And why this can proves that bold isn’t always loud
A visual classic reimagined for today’s hyper-competitive beverage shelf — Birra Moretti is challenging category tropes and standing out by standing still.
Pull up a cold one and join the conversation. This one’s a masterclass in tonal balance, brand heritage, and quiet confidence.
