Bowi

Same wine, new outfit

Bowi is on a mission to change how the Netherlands drinks wine. Bowi stands for boxed wine: sustainable, recyclable packaging built to replace the bottle, in a market where bag-in-box still barely exists. We built the brand, the website and the story that makes wine without a bottle feel like the smarter choice, not the compromise.

Services

Art Direction

Branding

Logo Design

Webdesign

Webflow Development

Micro Interactions

N8N Automations

Client

Bowi

Industry

Consumer Goods

Year

December 2026

Not your typical wine -

Watch the film

Don't be a bottleneck

Bowi takes organic wine from family vineyards in the south of France and leaves the glass bottle behind. To earn a spot on the Dutch supermarket shelf, it needed a brand people reach for before they have read a single word.

Our approach

From the shelf to the scroll, made by hand

Learn more about our approach

Young man with a bun hairstyle, wearing a jacket and smiling while looking to the side.

Meet the makers

Owner | Art Direction

Robin Busch

Plan a meeting Send an e-mail

Challenge

In France, alternative packaging already accounts for 44% of supermarket wine sales. In Scandinavia it is 57%. In the Netherlands, wine without a bottle still reads as the budget option.

Bowi is out to change that, for an audience that is hard to fool. Gen Z and young millennials spot a stock template or an AI render from across the aisle. So the brand had two jobs: stand out in a wall of near-identical labels, and look like people made it.

Solution

We made a collage. Cut-out black and white portraits, torn paper, a scribbled pink crown and loud red type. Nothing rendered, nothing generated.

That collage became the system for everything else: the 1.5 litre pouch, the 250 ml cans, the Webflow website, the brand film and the Instagram feed. One small team made all of it, so the pouch, the homepage and a Reel look like they came from the same pair of scissors.

Result

Bowi has one identity that holds from shelf to screen. The packaging is print-ready for pouch and can, the site is live and doubles as the pitch to retail, the brand film is out and the feed is running.

Next up: the pre-sale.

One of the founders in heart-shaped sunglasses, balancing a glass of rosé on his head

Bowi social post: meet the creators, one founder on the other's shoulders, cut out on paper

Someone floats in a pool on a red pool noodle, drinking from a Bowi can

Branding

No castle on the label

Every wine label tells the same story: a castle, a crest, a grape. Bowi does the opposite.

Different from the rest

Grandpa and grandma in sunglasses instead of a château. Hard to walk past.

Sells on the shelf

Pink and black and white between all that green glass. You see what it is in a second.

Speaks to Gen Z

Humour and a wink instead of wine talk. A brand you want to be seen with.

The counterpart of AI

Grainy black and white, torn edges and real wrinkles. The slicker everything else gets, the more this stands out.

One kit, every touchpoint

The crown, the cut-outs and the typewriter notes work as a kit. A new wine, a store display or a Reel can all be built from the same parts.

Logo and crown

Colour

Paper

F4F1E8

Pink

FDB7BE

Red

E8492D

Ink

222222

Type

Sugra

Headlines

Typedeer Mono

Labels and notes

Inter

Body copy

Cut-outs

Torn black and white strip of the hills in the south of France

Cut-out portrait of the two founders, one on the other's shoulders

Cut-out grandfather in a crochet hat, pasted above a strip of vineyard

Cut-out black and white portrait of a grandmother in a bucket hat and heart-shaped sunglasses

Typed paper strips: mother earth, the planet thanks you

Voice

pairs well with the sudden urge to relocate to the park and start a jeu de boules party.

save me for outdoor moments shared with friends. no sommelier or corkscrew required.

Packaging design

Same artwork, two formats

The collage wraps a 1.5 litre pouch and a 250 ml slim can. Both went to the printer as production-ready files, so what stands in the fridge is exactly what we designed.

Pouch

1.5 litre

A hand turns the printed Bowi can above the design table

Can

250 ml

A hand takes a Bowi can from a row of cans in a fridge

In the fridge

Front and back

Every part of the pack comes from the same kit of cut-outs, crown and typed notes. Watch it turn and both sides come by.

Front

Hand-drawn crown
Cut-out portrait
The tap

Back

Red wordmark
Collage
QR code

Pouch

1.5 litre

Can

250 ml slim can

Artwork

Print-ready for both

Front

Drag to turn

Film and photography

Everything was shot for real

For the photos and the film we went to the vineyards in the south of France with Drop of Lemon. No studio, no stock and no models.

A hand squeezes a bunch of grapes above a Bowi can in the vineyard

The Bowi pouch on a table set for lunch outdoors

Two of the founders on the bonnet of a red Citroën 2CV

Bowi cans in a bucket of ice by the pool

A man with a rolling suitcase carries the Bowi pouch past an orange wall

A man in a cap eats grapes next to a Bowi can

A Bowi can on the edge of the pool, someone drinking in the background

One of the founders balancing a glass of rosé on his head

Someone walks across a lawn carrying the Bowi pouch by its handle

The Bowi pouch on a table with grapes, someone sitting behind it

the brand film

01 / 12

Drag to spin

Film and photography by

Drop of Lemon

Shot on location in the south of France

Same story, new screen

Built in Webflow

bowi.wine is built in Webflow with GSAP. The paper texture, the torn edges and the scribbles moved from the packaging to the browser, and the brand film opens the page.

View live site

Motion

Every scroll moves something.

Headlines stamp in, the film scales from thumbnail to full screen, polaroids drop onto the page and the sustainability numbers slide past on a loop. The motion keeps people on the page long enough to hear the whole pitch.

Social

Made for the feed first

Bowi showed up on Instagram before it showed up in store. We run the feed ourselves, from concept and copy to the final cut. Same scribbles, same typewriter notes, same tone of voice.

bowi.wine

Reels

Bowi in three words

Meeting the French winemakers

Behind the scenes in the south of France

Follow the trip

Instagram Reel: the founders describe Bowi in three words

Reels

bowi.wine

we need more words to describe bowi ;)

Instagram Reel: Bowi meets the French winemakers, with pink scribbles over the footage

Reels

bowi.wine

bowi meets amis français

Instagram Reel: behind the scenes of the shoot in the vineyards

Reels

bowi.wine

very serious wine business trip to the south of France

Boost

In the making

Boosting the first drop

The First 1,000 is the Boost campaign behind the launch: a pre-sale of the first sparkling chardonnay in a can, for a thousand founding customers. We came up with the concept, designed the flow from pre-sale page to thank-you screen and planned the campaigns that have to sell it out.