Domaine Lascaze

Domaine Lascaze, forty hectares on hard limestone slopes in Provence, four generations. The rock surfaces in the vines, in the dry stone walls and in the walls of the house, which is built from the same stone the roots go down into. The estate makes red, white and sparkling. It stopped making rosé in 2016.

Quality was never the problem, it was there. The region was. Provence rosé presents itself the same way everywhere, pale glass, pink liquid, pastel gradient, a stretch of coast, and that image has ended up covering everything that comes from here, including what is not pink. Lascaze dressed its reds like its rosé, only quieter, and sold two serious wines at the price of a summer one.

The repositioning came down to one shift: stop showing the wine, show the rock that makes it. It is white, hard and visible, and it is the exact opposite of pastel.

• Territory audit: the iconography of rosé identified as the primary competitor, ahead of other estates
• Brand platform: the cause before the product, the stone before the colour of the wine
• A typographic system: wordmark, double rule of unequal weights, interlaced DL monogram
• A brand motif: the profile of the terraced slope, surveyed on site, declined by material and never by shape
• Blind embossing, glass moulded at the shoulder, wax seals, carved wood, no gilding, no gradient, no pink