Independent design agency Hunt Hanson has unveiled a bold redesign for I Heart Wines, infusing the beloved wine brand with a fresh identity that perfectly mirrors its playful spirit. Featuring new brand elements that enhance visibility both on and off the shelf, I Heart Wines’ transformative new look is set to fuel its global expansion while solidifying its position as a true trailblazer in the world of wine.

Launched by Freixenet Copestick in 2011, I Heart Wines quickly achieved success by offering a selection of great-tasting wines from around the world in a straightforward, yet passionate manner that empowered consumers to choose their favourite wines without needing expertise. Today, it proudly claims a spot among the top 10 wine brands in the UK, with a retail sales value of over £134 million, and boasts a growing international presence.

To build on this success, I Heart Wines entrusted Hunt Hanson with reimagining its visual identity and packaging design to make the brand more distinctive, instantly recognisable, and a true reflection of the brand’s free-spirited and passionate personality.

“The original design, which drew inspiration from Milton Glaser’s famous ‘I Love NY’ logo, was a lot of fun. However, as I Heart Wines grew, it deserved an identity that it could fully own,” comments Nick Hanson, Creative Director and Co-founder at Hunt Hanson. “Our aim was to craft a unique logo lock-up that’s clear, consistent, and in tune with the brand’s lively spirit. We aimed to create something that would make the brand pop with attitude and authenticity, all while maintaining the sense of familiarity and trust that the brand had already established.”

With simplicity, vibrancy, and vitality, the new identity preserves the brand’s inherent accessibility while infusing it with the playful, free-spirited essence of I Heart Wines. A new heart icon, cleverly crafted to resemble the impression left by a wine glass, establishes a distinctive and memorable visual asset that integrates the I Heart Wines brand and its connection to wine. This, alongside a refreshed color palette and refined typography, makes a significant impact on the shelf and brings the brand’s personality to life across all touchpoints.

“Keeping it simple and delivering great-tasting wine at a fair price has been the key to I Heart Wines’ success,” Lucy Auld, Head of Marketing, Freixenet Copestick. “The brand’s new look, courtesy of Hunt Hanson, perfectly captures this ethos. As we continue to expand globally, it will undoubtedly play an instrumental role in establishing I Heart Wines as a prominent player in the industry.”