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Ami Ami

Think outside the bottle.

Two peoples enjoying a glass of wine. A big paragraph in pale yellow saying: "Ami Ami is for the love of good wine".

Ami Ami is French wine, in a box.

The Context

Ami Ami’s founders saw an opportunity to reduce wine’s carbon footprint by replacing heavy glass bottles with a box. But boxed wine is perceived as poor quality, so they brought Wedge in on the mission: to find a way to make boxed wine desirable.

The Insight

Sustainability wins when it’s desirable. So we supercharged it with design that brought the European nature of the product to the front of the table.

The Big Idea & Success

Think Outside The Bottle. Beautiful French wine, in a box, that pulls codes from 1920s cocktail culture and is inspired by the striking bold works of Depero (the artist behind vintage Campari). Eye-catching on the retail shelf, and in the center of your table. Ami Ami has been culturally embraced and celebrated by Forbes, GQ, Food & Wine, Sight Unseen, Dezeen and many more.

“Working with Wedge was a perfect combination of the casual roundtable nature you'll get from a small agency paired with the structure and professionalism of a larger one. Our project always stayed on schedule and all deliverable expectations were exceeded. I couldn't recommend the Wedge team more.”

Woody HambrechtFounder

Livrables

  • Brand Strategy & Narrative
  • Brand Voice & Messaging
  • Packaging Architecture
  • Naming
  • Visual Identity System
  • Packaging Design System
  • Creative Direction
  • Brand Guidelines
  • Illustration
  • Packaging Production
  • Brand Photography

Presse

Dezeen -- “Wedge Reimagines Boxed Wine to be 'Worthy of the MoMA Store'"

SightUnseen -- “Meet Ami Ami, the Boxed Wine Whose Packaging Channels 1920s Italian Futurism”

It’s Nice That -- “Wedge Flips Perceptions of Boxed Wine With Delightful Packaging for Ami Ami”

TrendHunter -- “Artfully Designed Boxed Wine”



The Dieline -- “Wedge-designed Ami Ami Shows That Boxed Wine Can Be Pretty Gosh Darn Cool”

The Brand Identity -- “Wedge bring playfulness and charm to Ami Ami whilst shifting low-qual perceptions of boxed wine”

Équipe

Ami Ami: Ross Dawkins, Woody Hambrecht
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Strategy: Nancy Chen
Associate Creative Director: Ariane Leblanc
Designer: Etienne Angot, Leo Maubert
Senior Copywriter: Zachary Radford
Project Manager: Shanel Lessard
Account Director: Tony Kwon
Campaign Team: Sarah Di Domenico, Elodie Trudel, Myriam Rouleau, Shanel Lessard

Collaborateurs

Photography: Wil Arcand
Illustration: Mathieu Dionne

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