Passione Vino isn’t just a wine shop — it’s an experience, led by the exuberant Luca Dusi. The challenge was how to capture its rebellious, infectious spirit and share it with a wider audience, including those who might never step inside its hallowed walls.

A full-throttle digital and print reinvention. A new website threw out the rulebook, embracing handwritten notes, scribbles, and archive photography to create an interactive scrapbook of Luca’s Italy — quickly becoming an essential new revenue stream during lockdown.

The brand’s newspaper was given a similarly anarchic makeover, transforming from polite and orderly to loud, opinionated, and impossible to ignore. And to complete the experience, a playful digital sommelier was introduced, making wine discovery as fun and unexpected as a night at Passione Vino itself.

As long-term fans of the brand, this one was personal, so we were beyond delighted by the real-world success of the relaunch.

In addition to the 75% uplift in online sales, the team witnessed a 67% increase in web traffic, and a 49% upturn in conversions in the first three months of go-live. Most pleasing of all, for those of us who cherish every moment spent in Luca’s company, the promise of a second store and bar opening very soon.

Go meet Luca ↗