French illustrator Jean Jullien has designed wine labels for off-license Majestic Wine, which are purely illustrative and carry no name, messaging or typography.
The “wines without words” project is for new own-label entry range Majestic Loves and launches this Spring.
“No pretentious text”
Majestic Wine’s head of brand marketing Jamie Patterson says that conventional “wine imagery” was eschewed in favour of “something fun – rather than stuffy pictures or pretentious text.”
The range of seven wines feature a series of playful illustrations showing “the feeling of the wines rather than the standard grape, region, vintage formula,” according to Majestic Wine head of design Ed Wright.
“There were discussions on if we should add trousers”
The rosé features a naked bottom and Wright says: “We wanted to try to capture the cheeky side of wine, but even in the office there were discussions on if we should add trousers.”
He adds that “the artwork speaks for the wine, it doesn’t take itself seriously and Jullien was the perfect person to bring it to life.”
This is the first time that Jullien, who is known for his satirical style, has worked on packaging for Majestic. Last year he worked on a series of posters for the company’s Tasting Club scheme.