When In Rome brand and Pack Refresh

39% of the wine industry’s carbon footprint is produced by single-use glass bottles,  When in Rome wants to change this. The brand is on a mission to decarbonise the wine industry and share the joy of drinking wine the way the Italians do in the most sustainable way possible. Their revolutionary ambitions are reflected in their identity, that purposely steps out of the stuffy wine cellar and into the fresh Italian sunshine.

Whilst refreshing the brand and full packaging suite, we wanted to retain  Italian provenance and evoke the feeling of sunny, joyful times – or as the Italians describe it, “Allegra”. With this allegra in mind, we took inspiration from Italian shop signage and 1950s travel posters.

Our window design was born out of the style of the architectural style of the Colosseum, so it is routed in the DNA of Rome and we used that as a way to look into our allegra world where sustainability and an Italian vibe are combined. All of these together help to make the brand feel resolutely Italian without being too high-brow.

As a result of the refresh, When in Rome has recently been listed in Sainsbury’s and Waitrose across the UK and is in the skies on the British Airways High Life Café.

Curator’s Insight

Rhythm Studio successfully managed to infuse the essence of “Allegra,” that cheerful and joyful Italian spirit, into their packaging. Also, breaking free from the conventional wine industry norms and their mission to decarbonize the wine world is absolutely commendable.