A Provence luxury winery and hospitality estate needed a visual identity that could live on a bottle, on event signage, and in the experience of being there.
The system was built around the estate's specific architecture and terroir, particular, restrained, and premium enough to compete in the international luxury wine market.
The system was built around the estate's specific architecture and terroir, particular, restrained, and premium enough to compete in the international luxury wine market.
CLIENT ▸ Villa Baulieu & Cuvée Bérengère, Rognes, France
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Hospitality Identity, Visual Identity, Print Design, Wine Label Design, Packaging Design, Campaign Materials
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Hospitality Identity, Visual Identity, Print Design, Wine Label Design, Packaging Design, Campaign Materials
The Challenge
Position Villa Baulieu as a contemporary luxury winery hospitality rooted in terroir with international relevance
Express heritage, precision, and modernity without relying on decorative wine clichés
Create a system flexible enough to support long-term brand evolution
Position Villa Baulieu as a contemporary luxury winery hospitality rooted in terroir with international relevance
Express heritage, precision, and modernity without relying on decorative wine clichés
Create a system flexible enough to support long-term brand evolution
Strategic Approach
Built a visual language grounded in restraint, hierarchy, and materiality
Balanced heritage cues with contemporary expression
Focused on typography, visual rhythm, and real-world applications across the estate
Built a visual language grounded in restraint, hierarchy, and materiality
Balanced heritage cues with contemporary expression
Focused on typography, visual rhythm, and real-world applications across the estate
Creative Solution
Create a retail-ready wine packaging identity that could stand out on shelf without relying on trends
Balance premium cues with approachability for a broad retail audience
Ensure the system can extend across multiple SKUs while remaining cohesive
Create a retail-ready wine packaging identity that could stand out on shelf without relying on trends
Balance premium cues with approachability for a broad retail audience
Ensure the system can extend across multiple SKUs while remaining cohesive
Scope & System
Create a retail-ready wine packaging identity that could stand out on shelf without relying on trends
Balance premium cues with approachability for a broad retail audience
Ensure the system can extend across multiple SKUs while remaining cohesive
Create a retail-ready wine packaging identity that could stand out on shelf without relying on trends
Balance premium cues with approachability for a broad retail audience
Ensure the system can extend across multiple SKUs while remaining cohesive
Deliverables
+ Core visual identity system defining tone, hierarchy, and composition
+ Print and editorial applications tailored to winery use cases
+ Flexible framework designed to evolve without losing coherence
+ Core visual identity system defining tone, hierarchy, and composition
+ Print and editorial applications tailored to winery use cases
+ Flexible framework designed to evolve without losing coherence
Role & Leadership
Led art direction and visual system development end-to-end
Partnered directly with ownership and internal teams to align vision and positioning
Oversaw consistency across physical, editorial, and brand-facing touchpoints
Led art direction and visual system development end-to-end
Partnered directly with ownership and internal teams to align vision and positioning
Oversaw consistency across physical, editorial, and brand-facing touchpoints
On The Work
In luxury wine, visual identity is a signal of rigor and credibility,
not decoration.
A disciplined brand system allows heritage and quality to be expressed
with restraint, while providing the consistency and structure needed
to support long-term growth.
In luxury wine, visual identity is a signal of rigor and credibility,
not decoration.
A disciplined brand system allows heritage and quality to be expressed
with restraint, while providing the consistency and structure needed
to support long-term growth.
Designed a typographic logotype built on classical proportions and restraint,
reflecting the winery’s elegance, precision, and timeless character.
reflecting the winery’s elegance, precision, and timeless character.
Looking to elevate your luxury brand
for a global audience?
for a global audience?
