Infinite Monkey Theorem gets a female-focused rebrand

Colorado-based urban winery The Infinite Monkey Theorem has been given a female-focused brand refresh to reflect the fact that 80% of its team is female.

The redesign has been led by TIMT’s president, Nicki McTague, who took the reins last year, and was timed to coincide with Women’s History Month in March.

“What we’ve struggled with in the past is that we’ve had really dominating male figures behind wine. We have all these men leading companies and telling us how things should be marketed,” McTague told 303 magazine last year.

“The old messaging is a pretty aggressive model. We wanted to be heard and to be loud when we first released the cans and it worked at the time, but now that we are mostly female operated and owned, we wanted something that represents the culture of who we are now,” she added.

The new design across the company’s canned wine range swaps the winery’s signature monkey motif for a trio of women in profile with a monkey perched on their shoulders.

Created by Denver-based design agency, Grit, the refresh is in line with the winery’s aim to make the male-dominated wine trade a more approachable and inclusive industry.

“As president, my goal with IMT is to lead with purpose, better understand our consumers, and create a brand that resonates with people,” McTague said.

“I strongly believe that we’re more than just a canned wine brand; we’re a group of strong women with strong opinions; ones who are passionate about what we do, working daily to empower women in the communities we live (and produce wine) in and I feel this new branding is really reflective of that vision.”

The new can branding is set to roll out on 30 March with distribution continuing through the year. The bottle redesign will appear from the 2021 vintage. The Infinite Monkey Theorem has long been ahead of the curve and was one of the first wineries to champion canned wine.