One Design 49 Round Theory
Design DirectorsCasey King, Rachel Doughty
Team MembersDavid Macdonald, Briar Mark, Emmarose Cowie, Patrick Hickley, Coco Campbell
ContributorsGee Hale (Watermark), Mara Sommer, Charles Howells
ClientRound Theory Wines
Round Theory set out to build a brand from the ground up – better for you and better for our planet.
Mindful of rampant greenwashing, Round Theory is fully committed to making wines ethically and transparently. The wines are vegan, sustainably grown and sustainably sourced, climate positive, and they aim to offset at least double their carbon with carbon credits allocated to conservation & preservation projects worldwide.
Charged with creating every aspect of this new brand, it was essential to communicate a sunny perspective for the name while emphasising the circular approach to production. From this Round Theory was born, named to support the ethos of giving back to the planet with a motivation to not only make good wine, but to also put the earth first.
It was critical that the positive intent of Round Theory was reflected in its outlook, and we injected this optimistic point of view into every element of the brand & packaging. We created a suite of interchangeable logos and an array of tag lines reflecting the ideology of the brand, and made bold and lively use of colour, creating a vast, energetic colour palette. This playful approach is exemplified by the bright surrounding collateral, prominently featuring a tilted bottle caught mid rotation, alluding to the planet spinning on its axis.
Each wine label was designed as its own illustrated microcosmic world, with a tiger (a talisman of strength and bravery and indicators of our planet’s ecological wellness) playfully interacting with each varietal’s taste differentiator and creatures of nature, in a light and approachable manner.
The bespoke bottles were aptly designed with our mission statement embossed around the base ‘We Stand for What We Stand On’.
A wine brand with a singular purpose and a name reflective of its ethos – Round Theory takes a circular approach to wine growing and packaging with sustainability at its core.