Brand, Digital, Insight & Strategy, Print

Embracing chaos with the experts in natural wine

Awards

A man reads the Passione Vino newspaper at a table set with crystal glassware

How do we transport the nation to Passione Vino - and get them to buy?

  • The Question

    Founded by the ebullient, larger-than-life Luca Dusi, Passione Vino makes wine accessible and more importantly – irresistibly anarchic fun.

    The big question was how to bring the unique experience of visiting this venerable shop and wine bar to a wider audience, including those who might not get the chance to actually set foot inside its hallowed walls?

  • The answer

    A commercially driven ecosystem capturing the spirit of Passione Vino. Doing justice to the irrepressible, maverick spirit of the brand meant embracing the chaos wholeheartedly.

    A website, bursting with personality, ignored the rules, utilising handwritten type and interactive elements, for a highly-personalised user experience. An essential new revenue stream during lockdown, it vividly brought the brand to life online.

    Not that we were neglecting print. A brand newspaper; loud, personable and filled with evocative stories, grabbed you by the collar, demanding to be read.

    The final piece of the puzzle – a riotous, digital sommelier; an essential tool for discovering new favourites, and the perfect distillation of the Passione Vino experience.

  • The impact

    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, a 49% upturn in conversions, and 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.

The impact

79% uplift of online sales, 67% increase in web traffic, 49% upturn in conversions

A close up of a copy of the Passione Vino newspaper lying on a wooden table

From Digital to Print

We designed a newspaper that bought the digital world to life in the real world and embraced the chaos of Luca's travels around Italy.

  • A copy of the Passione Vino newspaper is wedged in between two bottle of red wine on a shelf
  • A copy of the Passione Vino newspaper is rolled up in a cardboard wine carrier
  • A copy of the Passione Vino newspaper lays open on a wooden table next to a brass ornament of a stag
  • A person reading the Passione Vino newspaper at a wooden table in a bar
  • A pair of hands holding an open copy of the Passione Vino newspaper
  • A pair of legs descend a ladder next to an open copy of the Passione Vino newspaper
1/6

Bigger, bolder, brasher

A Passione Vino Newspaper already existed. Lots to digest. Perfectly neat columns. Clean. Precise. But that wasn't Passione Vino.

The regions

Passione Vino - A selection of typefaces spelling out regions in Italy

Throwing out the rule book

We needed something that felt chaotic and noisy. Full of big opinions that challenged convention, expressed in a manner that hooked you in.

Passione Vino - A close up of the top of a sheep's head

A group of older men sit on a bench together

Typeface

Handwritten notes and on-the-fly scribbles. Circled highlights over nostalgic photography.

An animation of an arrow from the Passione Vino kit of parts

An animation of the Passione Vino typeface

Passione Vino - A cat sits on a tiled doorstep next to a glass of natural wine

A close up of a pair of flyers discussing Italian wine

A close up of a Passione Vino menu card

A trip to remember

A scrapbook that transported you to the secret corners of Italy with Luca.

A collage of printed images for Passione Vino

Bigger, bolder, brasher

A Passione Vino Newspaper already existed. Lots to digest. Perfectly neat columns. Clean. Precise. But that wasn't Passione Vino.

The regions

Passione Vino - A selection of typefaces spelling out regions in Italy

Throwing out the rule book

We needed something that felt chaotic and noisy. Full of big opinions that challenged convention, expressed in a manner that hooked you in.

Passione Vino - A close up of the top of a sheep's head

A group of older men sit on a bench together

Typeface

Handwritten notes and on-the-fly scribbles. Circled highlights over nostalgic photography.

An animation of an arrow from the Passione Vino kit of parts

An animation of the Passione Vino typeface

Passione Vino - A cat sits on a tiled doorstep next to a glass of natural wine

A close up of a pair of flyers discussing Italian wine

A close up of a Passione Vino menu card

A trip to remember

A scrapbook that transported you to the secret corners of Italy with Luca.

A collage of printed images for Passione Vino

For the first time, I was impressed with an agency. I am famously difficult,
but they rose above the challenge.

Luca Dusi Passione Vino

Founder

A close up of a screen from the Passione Vino website
A man poses in an apron with his hands placed purposefully on his hips
A collage of images and photos from the Passione Vino brand
An animation of a carousel of wine bottles
Four bottles of wine on a kitchen counter next to a vase of flowers
A member of the Forty Eight Point One team poses with a parcel in front of a barn
A hand writes out words for the Passione Vino typeface on sheets of white paper
A small brown dachshund stands on a copy of the Passione Vino newspaper on a red leather chair
A photographer takes a shot from a camera tripod has been mounted on a white desk for a photoshoot

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