Design Bridge London


Sacha Lichine is a trailblazer in the wine industry. He has always embraced creative thinking and understands the power of design in achieving commercial success. We’ve partnered with Sacha for over 20 years to build stories and brands for his Chateau d'Esclans portfolio, and we were also on hand for the launch of his latest wine, The Pale.

Delicately pale pink in colour and aimed at a younger female audience, we collaborated with Sacha from the outset.

Our brief? To craft a quirky, vibrant brand identity and create a bespoke bottle structure to ensure that The Pale would stand out on shelf during this rosé season and beyond.

Inspired by the decadence of lavish parties and speakeasies in the 1920s, our creative idea is centred around the ‘flamboyant soirée’; an exuberant party scene where The Pale is the perfect drink.

We illustrated a vibrant soirée scene by hand, full of eclectic elements. From peacocks to playing cards and even The Pale’s unique bottle itself, our design offers drinkers a playful journey of discovery every time they pick up the bottle. The unusual angles of the illustration add extra energy to the design, and we chose a striking hot pink and off-white colour palette to emphasise the wine’s unique lightness by comparison. A bespoke typeface, which is a modernised version of 1920s typography, completes the scene.

When it came to the packaging, our bespoke 3D structure echoes the decadence of the graphic design elements. The bottle features a slightly squat shape and tapered body, partly inspired by traditional whisky decanters, and its inverted punt refracts light into the facets to give the bottle a dazzling quality, elevating the liquid inside.

Designed during the coronavirus pandemic, The Pale looks forward to a post-lockdown world when consumers’ appetites for socialising will be higher than ever, and the result is a celebratory new brand that balance nostalgia with modernity to appeal to a contemporary rosé-drinking audience, always standing out from the crowd.

Anyone for a glass of The Pale?

Date created: May 2021 2021-05-01T00:00:00+0100
Date published: 14 May 2021 2021-05-14T18:25:54+0100


  • Sacha LichineClient
  • Alice Douglas DeaneDesign Director
  • Andrew HudsonSenior Designer
  • Ben Davey3D Design Development Director
  • Graham ShearsbyCCO
  • Jemma AkisterClient Manager
  • Kirsty StruthersDesigner
  • Luke Burley3D Design Director
  • * Design Bridge
  • * Chloe TemplemanCreative Director
  • * Natalie HughesDesign Director
Annual 2021 People's ChoiceFor the flamboyant soirée: Branding and a bespoke bottle for The PaleTypography Annual 2021 ShortlistFor the flamboyant soirée: Branding and a bespoke bottle for The PalePackaging Project featured: on 19th May 2021 Pro member:

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For the flamboyant soirée: Branding and a bespoke bottle for The Pale