New Work by The White Room

August 2, 2018



The White Room has entered the luxury wine market with their newest project for Baby Brunello.


Following the European tradition of gifting a bottle of wine when a baby is born, The White Room has rebranded  Baby Brunello to extend this tradition to all celebrations and occasions. The outcome is a modern time capsule product. The time capsule is intended to replace the usual notecard that comes with gifted wine. “Each occasion has its own significance for storing and documenting wine,” says Neil Rodman, creative director at The White





The capsule is designed to have a scroll placed inside of it and then intended to be attached to the bottle. The scroll itself reveals key information about the wine, like the age and type, and also has space for a personal message.




The design itself comes in a variety of backgrounds each with their own custom colour palette. Orange for birthdays, pink for weddings, teal for corporate gifts, purple for collectors and green for births. However, the design is flexible, allowing the boxes to transcend the intended occasions. “We did not want the consumer to feel that they would be pigeonholed into buying a box based on an occasion,” says Rodman. "This is why, for example, we didn’t write ‘wedding’ on the pink box, if a child is born, the consumer may be drawn to the pink flowers instead of the [green] stamps.” The bright colours were chosen to make the product standout on the shelf and to “work in conjunction with one another seamlessly.”



Along with the capsule and its packaging, The White Room also created patterns, symbols, business cards and the tagline “Marking Time With Wine.” “The idea is to mark your wine with the time it is given, because the consumer is going to be given aged wines as gifts, which will be shelved for special occasions,” says Rodman. The team used Neenah papers for the packaging, foils, a six-colour process and a specialty paper for the back. A copper elastic is also provided to attach the capsule to the bottle.




“The biggest goal was to create a product that looked good, would appeal to this market and be able to be shelved in a cellar. We accomplished all of this,” says Rodman.




 - Sabrina Gamrot


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