Italian wine reimagined for a new generation.
The team at Boutinot came to us with a clear vision. They wanted to launch a bold, lower alcohol wine range that felt vibrant, modern and full of personality. Something that would stand out from the sea of traditional wine brands and appeal to a new generation of drinkers who value flavour, quality and fun packaging.
The Challenge
The world of wine can feel intimidating, especially to new or occasional drinkers. Traditional cues weren’t going to work for this audience. We needed to create something that felt confident, accessible and full of personality, while still communicating quality and taste.
Our Process
We started with research, looking at the wine category and beyond, from RTDs to cocktails. Then we created moodboards and packaging concepts.
Inspired by pop art, we developed a set of bold, playful characters to bring each flavour to life. The Tuttavia logo acts like an exclamation to reflect the brands ‘why not’ attitude. We used a bright, fruity colour palette to match the sweeter, lower ABV liquid, and leaned into patterns, sunglasses and a effervescent polka dot background to reflect flavour and fizz. The result? A brand full of personality and charm, designed to jump off the shelf and the screen.
The Result
Tuttavia launched with a bang, turning heads at Prowein, earning love from buyers, and picking up two People’s Choice Drinks Awards. It’s fresh, playful, and unapologetically different, opening up new space for Boutinot to speak to a younger, design conscious audience who might never have picked up a can of wine before.
Key Takeaway
Great design can break category rules in the best way. By telling a new kind of story, one that feels modern, playful and easy to connect with, we helped Tuttavia stand out and carve out space in a fast growing category.
Why It Works
Authenticity that’s real: The wine is Italian and expertly made.
Relevance that’s modern: Accessible 250ml cans, low ABV, and vibrant flavour.
Packaging that’s ownable: Eye-catching on shelf and on screen.
A brand with emotional pull: Tuttavia Spritz feels like something new and different.