THE CHALLENGE

the Franzia brand has over 100 years of bringing friends and good times together, how do we maintain that history without alienating loyal customers while still attracting a new generation?

THE SOLUTION

The Franzia packaging redesign draws directly from the visual language of Italian modernist movements including Futurism, Bauhaus, and mid-century Italian advertising design to reposition the brand through a more culturally elevated lens.

Inspired by the bold typographic experimentation of Fortunato Depero and the geometric reduction of Italian modernism, the system uses saturated color, graphic abstraction, and playful composition to transform Franzia from a dated boxed wine into an object that feels contemporary, ironic, and distinctly Italian. By referencing the history of iconic Italian aperitivo advertising and radical graphic design, the redesign reconnects the brand to a broader lineage of Italian visual culture while reframing boxed wine for a younger, design-conscious audience.

WHY THIS WORKS

The redesign works because it embraces Franzia’s cultural identity through the visual language of Italian modernism and Futurism. Bold typography, geometric forms, and high-contrast color create a strong shelf presence while making the brand feel both nostalgic and contemporary. The result transforms boxed wine into something culturally aware, playful, and visually memorable.