In a saturated retail environment, it is quickly evident there is an abundance of choice when it comes to wine. So, how do new brands gain traction?
—with One Design & Round Theory.
Round Theory was developed to slot into the market through its unique point-of-difference. By offering a range of ethically made, high-quality vegan wines which are not only a superb drop—but are also about being environmentally responsible. Quoting their own words, ‘Not just good wine, this is wine for good.’ In fact, Round Theory derived it’s name from the very concept of taking a circular approach to wine growing. The range comprises of a Rosé, Sauvignon Blanc, Pinot Gris, Field Blend and Pinot Noir. They source their grapes from Sustainable Winegrowing New Zealand (SWNZ) accredited vineyards in Marlborough and Hawkes Bay. As part of being climate positive, Round Theory uses carbon credits to offset climate change and help with conservation.
Branding & Packaging for the Wine Industry
Auckland agency, One Design, created the branding and packaging for Round Theory. Their aim was to develop a brand that communicates sustainability and environmental responsibility in an optimistic and playful way. One Design employed simple, clean typography with organic sensibility for the logotype. However, they juxtaposed this with the use of a natural two-tone colour palette, based on a green. Something which is distinctly unconventional within the wine sector.
For the label designs, One Design used illustration to create a distinct look. Each label depicts a tiger, symbolic of the ecological wellness of our planet, interacting playfully with elements drawn from nature. These include the unique taste differentiators of the wine, such as pear, raspberries, passionfruit etc.
To package such a distinct product required a unique solution. This resulted in a lightweight 750ml glass bottle, exclusive for the brand. This shorter bottle is 30% lighter than a standard Burgundy bottle (the most common bottle used for Sauvignon Blanc and Pinot Noir wines) and is proprietary to the brand. It minimizes environmental impact, compared to standard wine vessels, by reducing the amount of glass required as well as the weight of the bottle . To re-emphasize the environmental message, the wording ‘We Stand for What We Stand On’ appears around the base of the bottle .
Round Theory won a Gold Pin in the Packaging FMCG category and was a finalist in the Large Brand category, at the 2021 Best Awards.
The Complete Package
Labelling specialist Adhesif Labels Limited (Auckland / Hawkes Bay) printed the labels on a flexographic press in CMYK. They also added three PMS spot colours and a matt sealer. In addition to this, they gold foiled some of the organic foliage shapes on each design.
The label stock is BJ Ball Wausau Bright White Felt. This high-white, uncoated adhesive stock offers a lush textural feel. Plus, the 30% post-consumer waste content reinforces the brand values of Round Theory. Made in the USA, the Wausau range opens a whole new world of creative possibilities for the alcohol & beverage sector by offering unique textures and looks far beyond the standard white label.