The Infinite Monkey Theorem has given itself a female-focused rebrand to reflect that 80% of its team is female. The redesign was led by the Colorado-based urban winery’s president, Nicki McTague.
Created by Denver-based design agency Grit, the rebrand reflects the new vision of the winery following the change of leadership and promotion of Nicki McTague to President in 2020. The Infinite Monkey Theorem hopes to be part of the change that is being led by women winemakers from around the world to cultivate a more approachable and all-encompassing culture.
The new design features a woman in the forefront with the monkey playing a secondary role, replacing the aggressive ape face, which is more reflective of the Infinite Monkey Theorem’s consumer, one who is feminine, strong and timeless.
“As president, my goal with IMT is to lead with purpose, better understand our consumers, and create a brand that resonates with people,” said McTague. “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.”
Last year, McTague told 303 Magazine, “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. 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.”
The new branding is anticipated to roll out beginning on March 30, 2021 for the cans with distribution continuing throughout 2021. The first release of the bottle redesign is set for Harvest 2021.