Forty Eight Point One

Passione Vino Brand, Digital

Our Work Passione Vino

Resetting the wine bar


Passione Vino isn’t your normal wine shop. Partly because Luca is not your normal expert. But ultimately because it is so much more than a wine shop.

The anti brand for the anti wine snob

On a mission to decode wine and sticking its proverbial middle finger up to the wine snobs in the process, Passione Vino serve natural Italian wines that taste the way wine should.

And Passione Vino is what all wine bars should be.

Creating a spirit reflective of its founder

We were tasked with creating an identity full of heart, soul and a sense of magic – true to its founder Luca and the environment he and his team have created.

A website bursting with flavour

This was the archetypal anti-brand. No rules other than to embrace the chaos.

We developed a site that did exactly that, incorporating static with video, handwritten type and elements of interactivity to allow the user to make the site their own; befitting of the ethos championed by the Passione Vino team.

Opening PV to the nation

Covid-19 closed Passione Vino’s doors and shut the business off from its passionate guests. The team had to adapt, and quickly.

PV had always been a face-to-face business. Online channels were designed to funnel people to the shop and bar, or to create a relationship for wholesale. No longer.

We started working on an e-commerce store to give PV ownership over online sales and open up the brand to consumers across the country.

Order & chaos

Built on Shopify, the online store needed to be the most functional version of the brand, bringing order and organisation to chaos.

The structure prioritises the familiar categories (whites, reds, roses) leaving room for personality-packed options under a ‘Passione Vino Picks’ title.

We used scripted type sparingly, predominantly to draw the eye to promotions, connecting the store with the main site. And we built a customised, long-form blog for the team to share their beliefs on sourcing and pairing, juxtaposing the playful look & feel with a real underbelly of knowledge and care.

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