Since Ghia launched in June 2020, they’ve been a trailblazer in the non-alcoholic market. Melanie Masarin, formerly of Dig Inn and Glossier, founded Ghia to mimic the social and relaxing aspects of drinking Italian aperitivos without the harmful effects of alcohol.
Almost three years later, the brand has released a 2.0 version of its hero Aperitif, and it’s getting a definite glow-up.
The new bespoke bottle was designed in-house by the Ghia creative team, Willo Perron + Brian Roettinger. While the design is certainly more complex and introduces a new enticing silhouette, they envisioned it more as a keepsake. “We have always wanted our bottle to have a life after Ghia and have seen creative uses for our bottles,” shared Masarin. “Customers use them as flower vases, water bottles, olive oil bottles, or even to make homemade vanilla extract. That same thought process stays strong with our new bottles, so we created reusable stickers to label whatever you put inside.”
“In my opinion, objects of daily life with many uses are the most luxurious,” Masarin added. “During the pandemic, we bought a machine to cut glass and made candles out of empty wine bottles, always intending to create fewer new products and make objects last longer. That intent is strongly reflected in our new design.”
The brand’s new bottle mirrors its intentional nature and the idea that living a fulfilled and joyful life doesn’t mean there has to be alcohol included. The packaging highlights a beautiful ribbed glass with one of the brand’s “Clear Eyed & High Minded” taglines embossed on the bottle.
While Ghia updated the packaging’s shelf presence and overall branding experience, they kept the changes subtle. No structural changes were made, and the branding remains consistent with the last bottle, allowing for the update to be easily adapted and loved by consumers.
The embossed details on Ghia’s new bottle, paired with the stunning label design and logo, help launch the brand into a new, luxurious space, adding an immersive sensory layer to the design. By creating a bottle with a tactile element, Ghia is again changing the pace, and visual elements, of what it means to be a non-alcoholic brand.
Again, Ghia is elevating the space, both tactilely and aesthetically.
