Society De La Rassi and Blurr Bureau Toast a New Era of Luxury in the Non-Alcoholic Sparkling Wine Space

Feb. 13, 2025

Society De La Rassi has enlisted branding agency Blurr Bureau to develop a striking identity for its debut in the luxury non-alcoholic wine space. With an eye on modern consumers seeking both indulgence and intentionality, the agency crafted a design system that blends heritage-inspired craftsmanship with contemporary sophistication.

The work included the full-scale development of brand strategy, naming, visual identity, and packaging, all leading up to the launch of the brand’s signature Neue Brut sparkling chardonnay, which hit shelves nationwide in December.

Founded by global community builder Steve Jackson, Society De La Rassi was inspired by a decade of experience in events and celebrations. Crafted in Spain with less than 0.5% alcohol, the product aims to provide a similar celebratory experience as do traditional sparkling wines. The brand was designed to fill a gap in the market, providing a dealcoholized option that rivals premium champagne options like Dom Pérignon and Veuve Clicquot. 

Founder Steve Jackson said:

“I couldn’t find anything in the current non-alcoholic wine space that truly resonated with interest—so few brands exist with the legacy or iconic experiences of the centuries-old champagne houses. I want to contribute to closing that gap and offer something that elevates the category without “non-alcoholic” being front and center on the label.”

 

Jackson found that the Bureau’s global presence and cultural acuity aligned with his vision for a brand with roots in Melbourne, Madrid, NY and LA and his ambitions to see the brand reach a worldwide audience.

For Blurr, the challenge laid in crafting a brand that exuded luxury and legacy while remaining unmistakably fresh. A red rectangle, dubbed “the portal,” invites customers to join the Society, as brand visuals evoke dimly lit luxe gatherings with blurry, svelte visuals of partygoers enjoying themselves and celebrating with the product. 

Caitlin Kennedy Bradley, creative director at Blurr Bureau said:

“We set out to create more than just a premium non-alcoholic wine; we wanted to build a brand that invites consumers into something larger. It’s about luxurious celebration and meaningful connections, late nights and great mornings. The bold red rectangle—what we call ‘the portal’—was designed as Society De La Rassi’s unmistakable mark, a visual shorthand for a new way to celebrate. The name and color choice are a deliberate nod to the brand’s Mediterranean roots, inspired by the Italian word for red—rossa/rosso—evoking passion, connection, and beckoning to the bold.”

 

The identity features embossed lettering, uncoated paper stock, and glossy heat-stamped accents, signaling artisanship and craft quality. Both the packaging system and the brand strategy embrace layered perspectives, echoing the portal’s symbolism and positioning Society De La Rassi as a blend of tradition and tomorrow—emphasizing the old-world production of the wine with the new-age innovation in dealcoholization. The packaging pairs traditional printing techniques with eclectic typography to create an elevated yet eccentric persona.

Bradley added:

“Whether seen from behind a bar, on a dinner table, or in a late-night photograph, it’s bold, confident, and impossible to miss—it’s your invitation to join the Society."

 

Early reception indicates strong traction, with a sharp increase in website traffic and engagement across social platforms, and the brand reports growing interest from hospitality partners, and plans are already underway for two new products.

Blurr Bureau is an award-winning brand strategy and design bureau with studios in New York and Melbourne, crafting brand strategies and premium design experiences with precision and speed. A remote-first global network, Blurr unites a community of experts to drive creativity, innovation, and inspiration, creating brands that break through the blur.