ROUND THEORY
Sustainable Wines

2020
Food & Beverage (FMCG)

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PROJECT SCOPE

Naming
Brand Identity
Packaging
Art Direction
Website

AWARDS

NZ Best Awards – Gold (Packaging)
NZ Best Awards – Finalist (Large Brand Identity)
Australian AGDA Awards – Merit (Alcoholic Beverage)
Australian AGDA Awards – Merit (Large Brand Identity)

Kātoitoi - Aotearoa Design Archive (x2)

A wine brand with a singular purpose and a name reflective of its ethos – Round Theory takes a circular approach to wine growing and packaging with sustainability at its core. Mindful of rampant greenwashing, Round Theory is fully committed to making wines ethically and transparently.

Each label was designed as its own illustrated microcosmic world. Tigers are indicators of the ecological wellness of our planet and they symbolise strength and bravery. The illustrations depict them playfully integrating with each varietal’s taste differentiator (pear, raspberries, passionfruit) with creatures of nature, in a light and approachable manner. Round Theory’s proprietary 750ml bottles are made from lightweight glass, and are shorter than standard wine bottles to consciously minimize environmental impact. The bespoke bottles were aptly designed with the mission statement of the brand embossed around the base ‘We Stand for What We Stand On’.

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