Villa Baulieu is a Provence estate selling wine and hospitality at once, to buyers in France and abroad. The category's visual defaults- scripts, crests, and golden-hour photography- read as heritage locally and as generic internationally. I built one identity that runs from a bottle label through signage to the experience on the property, grounded in the architecture and the terroir rather than in decoration.
CLIENT ▸ Villa Baulieu & Cuvée Bérengère, Rognes, France
YEAR ▸ 2012-2015
AREA ▸ Wine & Hospitality — Luxury Estate
AUDIENCE ▸ Importer, Sommelier, Estate Guest, End Consumer
SCOPE ▸ Brand identity, wine label and packaging, hospitality applications, campaign materials
SCALE ▸ 14 SKUs, 6 applications, 36-month engagement
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 1 photographer, reporting to the estate owner
PROCESS ▸ Category and estate audit → positioning → identity system → labels, signage and campaign applications
YEAR ▸ 2012-2015
AREA ▸ Wine & Hospitality — Luxury Estate
AUDIENCE ▸ Importer, Sommelier, Estate Guest, End Consumer
SCOPE ▸ Brand identity, wine label and packaging, hospitality applications, campaign materials
SCALE ▸ 14 SKUs, 6 applications, 36-month engagement
ROLE ▸ Art Director (Freelance)
TEAM ▸ Led 1 photographer, reporting to the estate owner
PROCESS ▸ Category and estate audit → positioning → identity system → labels, signage and campaign applications
The Challenge
A category where every estate uses the same luxury cues, so none of them signal luxury
Two products in one brand: wine on a shelf and a place people visit
An international buyer who does not read French heritage codes the way a French buyer does
A category where every estate uses the same luxury cues, so none of them signal luxury
Two products in one brand: wine on a shelf and a place people visit
An international buyer who does not read French heritage codes the way a French buyer does
Strategic Approach
Materiality over ornament. Architecture and terroir as the source, not the theme
Restraint and hierarchy as the premium signal. Less on the label, more confidence behind it
One system for two experiences, so the bottle and the estate are recognisably the same brand
Materiality over ornament. Architecture and terroir as the source, not the theme
Restraint and hierarchy as the premium signal. Less on the label, more confidence behind it
One system for two experiences, so the bottle and the estate are recognisably the same brand
Creative Solution
A typographic logotype in classical proportions. Elegance from structure, not from flourish
Labels built for the shelf: premium cues, still legible and approachable at arm's length
Signage and experiential applications on the same rules, so arriving on the property confirms what the bottle promised
A typographic logotype in classical proportions. Elegance from structure, not from flourish
Labels built for the shelf: premium cues, still legible and approachable at arm's length
Signage and experiential applications on the same rules, so arriving on the property confirms what the bottle promised
Scope & System
A flexible framework across 14 SKUs, including Cuvée Bérengère
Rules for what changes per cuvée and what never changes
Hospitality applications: signage, print, and campaign materials on the same system
A flexible framework across 14 SKUs, including Cuvée Bérengère
Rules for what changes per cuvée and what never changes
Hospitality applications: signage, print, and campaign materials on the same system
Deliverables
+ Logotype and estate identity
+ Wine label and packaging design across 14 SKUs
+ Photography art direction
+ Signage and experiential applications
+ Print and campaign materials
+ Brand guidelines
+ Logotype and estate identity
+ Wine label and packaging design across 14 SKUs
+ Photography art direction
+ Signage and experiential applications
+ Print and campaign materials
+ Brand guidelines
Role & Leadership
Art Director, end-to-end, working directly with the estate's owner.
Directed a photographer across the estate and the product, so the imagery came from the architecture and the terroir rather than from stock luxury cues.
The recurring argument was against the category's defaults. In Provence, removing the crest feels like removing the heritage. Holding that line is what made the brand legible to a buyer outside France.
Art Director, end-to-end, working directly with the estate's owner.
Directed a photographer across the estate and the product, so the imagery came from the architecture and the terroir rather than from stock luxury cues.
The recurring argument was against the category's defaults. In Provence, removing the crest feels like removing the heritage. Holding that line is what made the brand legible to a buyer outside France.
On The Work
In luxury wine, visual identity is a signal of rigor and credibility,
not decoration.
An estate that sells both a bottle and a visit has to prove the same thing twice, in two completely different formats, with one set of rules.
In luxury wine, visual identity is a signal of rigor and credibility,
not decoration.
An estate that sells both a bottle and a visit has to prove the same thing twice, in two completely different formats, with one set of rules.
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.
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