Ripping up the rule book and smashing down the walls around wine. Nouveau looks to the old methods of winemaking but brings them into the now. Throwing raves instead of tastings and offering a fresh approach to branding, Nouveau has tapped into new audiences and built a strong community. Feeling like their brand needed to reflect their vision, Nouveau set out to fix this with a rebrand. Enter, New Theory.
This is wine-new. Welcome to a new sip.
The brand
Bottle by bottle, New Theory is making great wine accessible to a new audience of rule breakers, misfits and outcasts. These sippers want a different approach to wine and they don’t want to be schooled in the process.
New Theory is an attitude. Bottling that energy, they are standing out from the crowd. They don’t borrow from other wine brands. They look to lifestyle and culture movements, whilst focusing on the now.
The New Theory rebrand reflects their mission to rip up the rule book. Showing there is a new way and ‘theory’ of doing things.
Behind the logotype
Co-founder Thom Bradley was previously a graphic designer who worked across design and direction. When looking at the rebrand, Thom wanted to keep the hand drawn, DIY element of the Nouveau branding.
Collaborating with Clara Isaksson (previously at type foundry Play Type),
Thom and the team were able to bring this to life, looking to pack attitude into their logotype.
The New Theory logotype stands out from old school wine brands and reflects the carefree and accessible nature of the wines.
Behind the characters
Over the years illustrator James Graham has built a world of characters to adorn plans for him, watch this space. the front of each bottle. Oftentimes, labels and packaging can be repetitive. From a large nose and dancing dice to wind-up teeth, each bottle of New Theory has its own identity. Co-founder Thom Bradley says “we wanted to create a brand for wine that doesn’t take itself too seriously”.
The characters can be found hanging out across the website, raves and retail installations. They are meant to bring a smile to the faces of New Theory sippers.
To add to the rebrand, Thom and his friend Tom Bunker (ACD Man Vs Machine) were determined to create a mascot who would encompass the brand. Although
used sparingly, he’s likely to pop up in various places and New Theory has big plans for him, watch this space.
