2023
Ami Ami
Building a new brand of beautiful French wine, in a box.
Brand Strategy & Naming, Visual Identity & Voice, Packaging, Creative Direction, Launch Assets
Based in California, two friends and entrepreneurs with backgrounds in wine and spirits enlisted Wedge to turn a business idea into an undeniable brand vision in an undesirable category: boxed wine. The duo adore French wines but not the carbon footprint that comes with shipping glass over an ocean. Enter box. A simple, more sustainable choice that thinks outside the bottle to reduce carbon impact by half and is fully recyclable.
The Main Challenge
Overcome lower-quality perceptions of boxed wine through high-quality design and packaging, worthy of the MoMA store.
The Key Inspiration
In developing a brand strategy rooted in "wine without rules", our cultural foraging brought the design team to uncover1920s Italian Futurism and the works of Fortunato Depero; the artist behind vintage Campari advertising. Super charming, super memorable, super enduring.
The Solution
Charming and timeless, you can recognize the key inspiration throughout the brand universe, best through the illustrated characters. The block cut custom logomark is specifically drawn to fit the panel of the box: a custom 1.5L designed to sit neatly on your counter or carry to the dinner party. The cups in the A's that also dot the I's are repeated as a pattern. The name Ami Ami (French for "friend friend") is an homage to the founding duo but moreso to enjoying great wine with great friends.
Discover the full brand and more behind the design at www.wedge.work
PRESS
Ami Ami
Building a new brand of beautiful French wine, in a box.
Brand Strategy & Naming, Visual Identity & Voice, Packaging, Creative Direction, Launch Assets
Based in California, two friends and entrepreneurs with backgrounds in wine and spirits enlisted Wedge to turn a business idea into an undeniable brand vision in an undesirable category: boxed wine. The duo adore French wines but not the carbon footprint that comes with shipping glass over an ocean. Enter box. A simple, more sustainable choice that thinks outside the bottle to reduce carbon impact by half and is fully recyclable.
The Main Challenge
Overcome lower-quality perceptions of boxed wine through high-quality design and packaging, worthy of the MoMA store.
The Key Inspiration
In developing a brand strategy rooted in "wine without rules", our cultural foraging brought the design team to uncover1920s Italian Futurism and the works of Fortunato Depero; the artist behind vintage Campari advertising. Super charming, super memorable, super enduring.
The Solution
Charming and timeless, you can recognize the key inspiration throughout the brand universe, best through the illustrated characters. The block cut custom logomark is specifically drawn to fit the panel of the box: a custom 1.5L designed to sit neatly on your counter or carry to the dinner party. The cups in the A's that also dot the I's are repeated as a pattern. The name Ami Ami (French for "friend friend") is an homage to the founding duo but moreso to enjoying great wine with great friends.
Discover the full brand and more behind the design at www.wedge.work
PRESS
The Dieline, "Wedge-designed Ami Ami Shows that Boxed Wine can be Pretty Darn Cool"
Forbes, "Co-Founder Woody Hambrecht Returns With New Wine Venture"
Dezeen, "Wedge reimages boxed wine worthy of the MoMA Store"
Forbes, "Co-Founder Woody Hambrecht Returns With New Wine Venture"
Dezeen, "Wedge reimages boxed wine worthy of the MoMA Store"
Design Wanted, "Is Boxed Wine Becoming Cool? Wedge Sustainably Shows us How"
It's Nice That, "Wedge Flips Perceptions of Boxed Wine with Delightful Packaging for Ami Ami"
It's Nice That, "Wedge Flips Perceptions of Boxed Wine with Delightful Packaging for Ami Ami"
Sight Unseen, "Meet Ami Ami, the Boxed Wine Whose Packaging Channels 1920s Italian Futurism"
The Brand Identity, "Wedge Brings Playfulness and Charm to Ami Ami Whilst Shifting Low-qual Perceptions"
The Quality Edit, "I'm a Boxed Wine Convert Now and I'm Never Going Back"
Food & Wine, "I Never Thought One of My Favorite Wines Would Come in a Box"
The Brand Identity, "Wedge Brings Playfulness and Charm to Ami Ami Whilst Shifting Low-qual Perceptions"
The Quality Edit, "I'm a Boxed Wine Convert Now and I'm Never Going Back"
Food & Wine, "I Never Thought One of My Favorite Wines Would Come in a Box"
