ABOUT

When shopping the French wine category, and faced with rows of châteaux labels, it can be hard to tell them apart. Denomination needed to find a way to represent the Loire in a way that stood out from the crowd, while still being respectful to its origins. Because the Loire is known as the playground of the French aristocracy, fine-penned illustrations of châteaux were replaced with playfully cropped images of the nobility. The brand name has a chalk-pen effect reminiscent of the way bottles are priced-up in France. Everything combines to present the range in a distinctly Gallic light.