When two is better
So in order to build a graphic universe consistent with our history and our identity, we decided from day one to collaborate with Charlie and Maxime from the Le Dimanche studio.
After a few years of agency, Maxime and Charlie launched their studio in March 2020 with the ambition to work around the terroir and the art of living. Their vision? A modern approach to the French terroir while serving artisans and producers.
They have since worked for a guest house in the Périgord Noir or a brand of shoes made in Romans-sur-Isère. Projects in which they bring both a visual culture, but also a technique. Whether on the web, in print or on social networks, a visibility factor that is now essential. With Brau since day one, their mission at the start was not only to tie up a graphic project but also to think about a positioning for the brand.
“Nous avons été d’abord séduit par les archives du lieu fournies par Fabien. Sa famille, ses souvenirs. Un cachet d’antan. Au niveau typographique il nous a paru important de proposer une typographie référencée, en lien avec d’anciennes réclames françaises.”
Beyond aesthetics, we also had to find a tone, “Brau is a project to take over an estate but is also a conversion project. That of someone wishing to learn humbly while trying to innovate and detonate.”
The question of color and illustration quickly became central. She was dusting off the traditional, often black and white wine label. An approach widely shared by natural wines, but also by young winegrowers where the label is no longer considered a “title of nobility” (château, grand cru, etc.) but a tool of expression.
“Fabien’s observation was that young people are abandoning wine for beer. The explosion of craft breweries for proof. The result is a multitude of beers very different from each other, with varied and elaborate identities, expressing distinct characters. Wine follows the same path.”
The challenge was therefore twofold, to dust off of course, but also to speak to as many people as possible. The sobriety of the labels made it possible to accentuate this message: an accessible wine, without the hassle, a safe bet that goes well at all times. “For positioning, we discussed for a long time with Fabien and Guillaume. Naturally we were drawn to codes from the small producer. We had to move some cursors so as not to be too divisive.”
In addition to the bottles, the studio also worked on the artistic direction. “We submitted the idea of the newspaper to him from the start. It is a medium that we find very interesting, because the object has traveled through time and generations. For the site we took a different posture: we wanted to make an explosive site, rather modern and radical. Gabrielle Gayraud’s warm photos really helped us find the happy medium. Each element of the identity has thus allowed Brau to be this sweet mix between tradition and modernity”
The icing on the cake, this work is highlighted by the brand image reference site, The Brand Identity in this article.
