In the same way the craft movement has transformed the way beer brands look and behave, perceptions of the traditionally pretentious world of wine have been shifting in recent years. This is in part thanks to the likes of wine fanzine Noble Rot (which has since spawned its own gastronomic empire), along with a wave of design-led brands such as Chin Chin and Stompy.
Founded by brothers Charlie and Thom Bradley in 2021, Nouveau works with South African winemakers to bring low intervention wines to the UK, and has built a strong community of non-traditional wine drinkers since then.
With insights from Thom’s background in graphic design, the duo felt that the brand needed to better reflect their vision and audience, and so decided to rename it as New Theory.
Rather than borrowing from the visual language of old school wine brands, the wider rebrand is inspired by lifestyle and culture movements. Created in collaboration with type designer Clara Isaksson, the new hand-drawn logotype is intended to feel deliberately DIY.
The brand has also worked with illustrator James Graham to build a world of characters that adorn the front of each bottle. From a characterful nose to dancing dice to wind-up teeth, each bottle of New Theory is designed to have its own unique identity.
ManvsMachine’s Tom Bunker has also created a new mascot to encapsulate the brand, which will be rolling out in various places in the coming months. The hope, say the co-founders, is to “create a brand for wine that doesn’t take itself too seriously”.