chêne bleu

Brand design and development, website design
for the French wine brand

One of our most satisfying brand identity development projects, given the immense depth of the product, the history of the place and the ambition of the owners to create a world class wine, no matter how long it takes, no matter the cost or effort. 

Chêne Bleu is a bio-dynamic wine grown in a UN-certified biosphere of southern France, near Mont Ventoux, on top of a mountain and surrounded by trees. The high altitude ensures large temperature day/night variation, as well as very clean air (unlike many other "organic" vineyards that are right next door to non-organic vineyards...). 

Chêne Bleu is proof that serious wineries are better off working outside the old-fashioned restrictions of the French appellations system. Although the company could have opted for the Châteauneuf-du-Pape appellation, they decided they could do much better by using modern viticultural techniques, and blending the wines with more interesting varietals. Héloïse, for example, has a much more feminine and voluptuous character than Abélard – a more typical Grenache-Syrah-Mourvèdre blend – thanks to the addition of 5% of Viognier, a white wine.

Given such a bold move, it was all the more important that a confident brand identity be created, one that expressed Chêne Bleu's eccentricity as well as instilling trust that this is no ordinary "vin de pays". This was achieved by going into serious depth, with strong narratives and a very complex and rich tapestry of history, playfulness and style.