One DesignRound Theory Wines – Packaging
Submission # 136
Packaging – Pūhera
Innovation – Methodological
Impact – Environmental Stewardship
Auckland, Tāmaki Makaurau
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. The wines are vegan, sustainably grown and sustainably sourced, climate positive, and they aim to offset at least double their carbon with carbon credits allocated to conservation & preservation projects worldwide.
Round Theory set out to build a brand from the ground up – better for you and better for our planet.
Round Theory is climate positive and aims to offset at least double the amount of carbon used, with carbon credits allocated to conservation and preservation projects worldwide.
Their wines are grown and sourced from SWNZ (Sustainable Winegrowing New Zealand) accredited vineyards in Marlborough and Hawke’s Bay. As a member of SWNZ – sustainability isn’t a tick box, it’s what they do. Their wines are accredited every vintage. They operate within the sustainable practices as recommended by NZ Winegrowers and SWNZ. SWNZ are focused on helping New Zealand winemakers and grape growers craft exceptional wine, without impacting the environment; but also ensuring local businesses and communities thrive. SWNZ have identified seven key focus areas aligned with The United Nation’s Sustainable Development Goals where they have the greatest ability to positively impact; Water, Waste, Pest, Disease, Soil, Climate Change and People.
Round Theory is committed to helping our planet. They partnered with CarbonClick to make sure they offset at least double their carbon emissions. Through their carbon positive programme, they are supporting projects that positively impact the environment. Their carbon credits are utilized in global projects to help with conservation across rainforests and biodiverse environments as well as providing renewable energy sources.
It was critical that the positive intent of Round Theory was reflected in its outlook, and we injected this optimistic point of view into every element of the brand & packaging.
We created a suite of interchangeable logos and made bold and lively use of colour, creating a vast, energetic colour palette.
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, which is why they were chosen for the label artwork. 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’.
"Rethink the wine bottle! That alone is a great disruption to the category and shows NZ loking at this status quo in a different way. The fact that the lush and uber cool illustrations have a rich story to them as well. This sort of category breaking design deserves credit and exposure to as wide an audience as possible...*slow golf clap*"
"Every aspect of this is well thought out and considered from the illustration to the typography to the physical bottle. Its nice to see some playfulness in the sustainability sector too."
Credits & Collaborators: Design Director - Rachel Doughty Design Director - Casey King Illustrator - Gee Hale Photographer - Charles Howells
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