A Nice* update for a challenger wine brand.

Nice* wine were ready to grow up. As their product range broadened into more premium offerings, their current brand was holding them back from unlocking retail partnerships.

We helped them evolve their identity. Keeping the irreverent attitude they’re known for, we refreshed their brand & packaging to enable them to reach new audiences. Balancing existing brand equity with an evolution that signalled they were ready for the next chapter.

Every brand asset had a glow-up: an updated wordmark that moved away from being too youthful in energy, an expanded colour palette to work better across the range, and typography that suited attitudinal headlines and pitch decks alike.

We reimagined the full packaging suite to help them stand out on the shelf amongst growing competition. Bringing unity and clarity to the product range while retaining recognition for their existing audience.

“Pairs well with whatever” became a universal call for those who love nice wine, but aren’t so interested in the details. A copy device that flexes to any touchpoint.

All culminating in a memorable copy-driven campaign. 

The team have had brilliant success since the refresh – securing major retail & enterprise partnerships.