Kysen Design has created a brand identity and labelling for a nascent French wine brand, which goes into research next week.
Kysen was hired by Vignerons Catalan, an association of over 3000 individual growers and co-operatives in Southern France, to create branding for a range that will be launched through its UK arm, Vica Wines early next year.
It won the job, which is understood to be worth a five-figure sum, via an unpaid creative pitch against two others in mid-October.
The branding and label system will be tested in focus groups, the results of which will be presented next month.
The brief is to create a mass market wine brand that is attractive and accessible to 25to 40-year-old drinkers and that challenges perceptions of French wines being ‘not as exciting as New World wines’.
‘We are aiming at people who know what they like but are not at the pretentious end of the market,’ says Kysen director Jon Grover.