Connecting ambitious young wine company AMI AMI with Montreal-based studio WEDGE, to help them build a new category of premium boxed wine.

Brand Strategy — Brand Naming — Brand Visual & Verbal Identity — Packaging — Visual Communications

AMI AMI is on a mission to reduce the carbon imprint of wine by packaging and transporting it in boxes instead of glass bottles. Their ambition is to become the most sustainable wine product on the market. AMI AMI needed to challenge long-established traditions, and use storytelling and design to change perceptions of boxed wine. We introduced them to WEDGE, who created eye-catching branding and packaging that introduces wine fans to a more sustainable way of drinking.

“AMI AMI is two friends on a mission to make enjoying quality French wine kinder for the planet by putting it in a box. AUFI connected people first; translating a business idea into a distinct brand vision requires shared values and a genuine connection. The result is a MoMA-worthy product you’d proudly keep on the counter – a design approach that allowed us to overcome the deep stigma against boxed wine. Excited to watch the business thrive!”

Sarah Di Domenico — Co-Founder & Creative Director, WEDGE

“I've had the pleasure of working with AUFI now over a handful of projects. They understand the nuances of the brand / agency relationship and they take the guess work out of finding that perfect agency partner.  I love turning colleagues on to AUFI because they just keep doing such a great job. I couldn't recommend them more highly.”

Woody Hambrecht — Co-Founder, AMI AMI

“Boxed wine makes a huge amount of sense from an efficiency, environmental, waste and price perspective; the only problem is its perception. As winemakers with decades of experience in the industry, Woody and Ross wanted to change that and came to AUFI in order to help them find a design partner who could help elevate the category with a new name, brand, and packaging system.”

Toby Wilkinson — Co-Founder, AUFI