What The is a new sparkling wine brand aimed at a young audience, with the goal of changing the traditional perception of wine and presenting it as a contemporary and versatile drink. The brand is called "What the", inspired by the expression "What The Fuck". The name includes a hidden word that consumers reveal by scratching the label, adding a playful layer to the experience.

The visual identity is defined by the use of fluorescent colors: yellow for the white wine and pink for the rosé. With a bold, no-frills typeface.

Graphic design and art direction: Davide Molinari, Elena Rodilla, Gemma Cano
Photography: @serxx_visual