Alternative format craft wine brand When in Rome has refreshed its packaging to align with its Italian provenance and invoke sunny, happy, joyful times – or as the Italians say, ‘allegra’.
Taking inspiration from 1950s posters of the Amalfi Coast, vintage Campari adverts and old travel posters, the design is aspirational and fun, whilst remaining true to Italian culture and wine that comes from its regions.
Russ Turner, Head of Marketing at When in Rome, said: “Alt-format wine is seeing a rise in popularity, especially with younger customers and we wanted to ensure our brand spoke to these consumers, in an optimistic and contemporary way, but at the same time staying true to our Italian roots.
“We’re keen to achieve stand-out at shelf level and deliver a consistent brand identity so that people instinctively know when they’re looking at a When in Rome product.
“As well as being on a mission to decarbonise the wine industry, we are also on a mission to make a category that is notoriously difficult to navigate more accessible through energetic branding and a better customer journey, such as focusing on the varietal of each wine rather than our brand logo.”
When in Rome says it is the first wine brand in the UK to go public with its climate footprint, working with CarbonCloud to calculate the climate footprint on each of their wines. This includes not only the product, but the entire process from vineyard to shelf, including printing the design onto packaging.
