Nice is updating its identity so shoppers can more easily choose a drink and see the entire lineup as one brand. The British wine brand was founded in 2019. Its range includes French Sauvignon Blanc, French Pale Rosé, and Argentinian Malbec in cans, bottles, boxes, and kegs. London-based Earthling Studio developed the new look.
The old logo looked more like a young lifestyle startup than a wine brand. The slanted sans-serif lettering and the asterisk in place of the dot over the letter “i” did not give the brand the necessary foundation. Nice had a light tone, but the mark had a weak connection to wine, beverage quality, and quick choice at the shelf. Different product formats looked fragmented, which made the brand lose cohesion.
The new logo brings Nice back into the wine category without heavy restaurant formality. The name is set in dense letters with soft serifs and a light Victorian mood. The letters give the brand weight. The mark has grown up, while keeping Nice’s friendly tone.
The type system is built around Spirits Neutral and Firelli. Spirits Neutral gives headlines a warm wine tone. Firelli refers to lettering on wooden wine crates and adds texture. The brand adopts a style that combines wine tradition with a light, modern presentation.
The identity by Earthling Studio helps people navigate the lineup more easily. The Crowd Pleasers series received numbers and consistent color codes, so each flavor is easier to find in any format. Pink is connected with Pale Rosé, pale yellow with Sauvignon Blanc, burgundy with Malbec, and turquoise with Fizz. The wine-drop icon works as a cue in a category where shoppers often do not want to spend a long time figuring things out.
The main change for Nice is the strengthening of the logo as the brand’s foundation. The new logo gives the name weight, a connection to the category, and shelf presence. Nice has become more cohesive and mature, while keeping the ease that helped the brand move away from wine-world pomp.
