Uovo

Sure as eggs: how Uovo broke every branding convention and became instantly recognisable.

Uovo breaks wine branding conventions through a singular, intelligently brave idea. Every element of the brand, from label shape and tactility to packaging form, is inspired by the egg-shaped vessels used in winemaking. Stripped of decoration and excess, the design relies on form alone to create instant recognition, mirroring the modern, experimental approach behind the wine itself.

Pushing boundaries is what winemaker Larry Cherubino does. So when Cherubino decided to experiment with the aging of traditional varietals, he was always going to challenge conventions by aging them in cement ovoid tanks - AKA giant “eggs”. The vertical ovoid tank takes advantage of the micro-oxygenation and allows the winemaker to push varietals in a new direction. Of Italian heritage, Cherubino called the brand Uovo, Italian for “egg”, to honour the influence this unique vessel gives. The brief he gave was simple: 1. reflect the brand name, 2. push boundaries.

Our solution was to ensure that every element reflected an egg. From the shape of the label, to the egg shell-like texture of the paperstock, to the egg carton-like shape and texture of the gift box. Like the stripped back nature of the winemaking, the label too is stripped of any branding, copy or graphics, letting the shape alone become the unique identifier of the brand. The typography of Uovo is simple, clean and contemporary reflecting this über modern approach to winemaking.

Sector

Wine

Client

Cherubino Wines

Services

The main thing about Uovo is that consumers absolutely love the packaging, then they taste the wine, and it all ties together…the pack, the method, the wine. It’s so simple but so effective. For example, when you only have 20 seconds to pitch a wine to a sommelier, with Uovo it’s dead easy. Job done!”
‍Larry Cherubino, Winemaker, Cherubino Wines

Next project

Offscript

A winemaking incubator pushing boundaries.

Wine