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Brief
Quartin needed a new solution to reframe how canned wine is perceived in the Italian market. In Italy, wine isn't just a product — it's a ritual, a tradition wrapped in formality. Canned wine, by contrast, carried the stigma of being cheap or inauthentic. The challenge wasn't to make wine more serious, but to prove that quality and ease of drinking don't cancel each other out.
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Strategy
The positioning built around a simple refusal: rituals shouldn't feel like rules. Instead of competing on prestige, Quartin was built on authentic attitude, and simplicity without pretense — an Italian wine brand for people who want to enjoy good wine without performing expertise. The tone of voice followed the same logic: direct, irreverent, honest, light — never dramatizing what should just be a good drink.
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The answer
Typography stays big, blunt and legible — nothing to decode. Color ties back to the wine itself rather than tipping into full pop, keeping things playful without losing credibility. The label sits deliberately crooked on the can: a small imperfection that says the brand cares more about what's good than what's polished. That irreverence spills into the city through guerrilla posters and stickers, plus an ironic testimonial character standing in for every self-serious sommelier. The system doesn't just sell a canned wine — it gives permission to stop taking wine so seriously.