The wine industry has long been distinguished by its dedication to an unspoken set of standards, whether it’s time-tested technique or packaging. Yet, with most restrictions, there comes a time when change is necessary.

Challenger wine brand Nouveau has rebranded into New Theory, a brand unafraid to make a ripple in the traditional wine space.

Nouveau, previously known for its creative approach to winemaking and community-building, realigned the winery’s brand with its vision. In collaboration with the type designer Clara Isaksson and illustrator James Graham, they created New Theory. And more than just a name change, the brand underwent a transformation that reflects a mission to disrupt the conventional and bring fresh air to the wine industry through packaging and branding. New Theory wants to make wine accessible to the rule breakers, the misfits, and the outcasts, devoid of pretentiousness and rigidity. They achieved just that with their new logotype and illustrations to match.