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.

While refreshing the brand and creating a full packaging suite for When in Rome, we were dedicated to preserving its distinct Italian heritage and capturing the essence of carefree, sunny moments – or as the Italians put it, “allegra.” With the spirit of allegra as our guide, we drew inspiration from the world of Italian storefront signage and the vintage allure of 1950s travel posters depicting the picturesque landscapes of Italy. This led us to craft packaging infused with bespoke typefaces and bold patterns.

Our aspiration was to transport consumers to the idyllic Amalfi coast, where they could envision themselves, basking in the warm glow of the sun, sipping from a can of wine, and the sea is beautiful and blue.

The concept for our arched window design took root in the architectural style of the Colosseum, aligning with the essence of Rome’s identity. We harnessed this connection to provide a window into our world of allegra, where sustainability intertwines with an unmistakably Italian way of life. All of these together help to make the brand feel resolutely Italian without being too high brow.