Domaine du Deffends
Rebranding a family wine estate in the Coteaux Varois: one crest, six cuvée colours and a complete system, from label to signage.
Client:
Domaine du Deffends (Concept Project)
Category:
Brand Identity, Packaging, Art Direction
My Role:
Creative Direction, Art Direction, Brand Identity, Packaging, Signage, Social Media, AI Image Generation
Domaine du Deffends is an 18th-century farm on a site occupied since Roman times, run by the Lanversin family since the 1960s. Its wines were worth more than their image. The new identity tells the story of a great family wine, rooted in its land and heritage, rather than a pretty Provençal product. Everything starts from the family crest, redrawn and broken down into patterns, with two house colours and six pigments taken from Roman frescoes, one per cuvée. Spontaneous proposal; all visuals are AI-generated simulations.
Brand Identity
The family arms, redrawn for print and screen, paired with a sober grotesque and an elegant script. A fixed proportion system keeps the logo right on a label as on a road sign.
Visual Territory
Every element of the crest becomes a pattern: hatching, dots, chevron, stars and crescent. Two house colours, smoke black and lime white, six fresco pigments, one per cuvée, and a set of hand-cut engravings.
Labels
A smoke-black ground, the brand in lime white and the cuvée’s frieze as a band: one family of labels, recognisable on the shelf, where each wine keeps its character.
Packaging
Box, capsule, wax seal, cork, case and tissue paper carry the house patterns. Colour only appears to name the cuvée.
Stationery & Menu
The harvest invitation, the business card and the estate’s lunch menu: cream card, black insert, and the wines listed by their friezes.
Signage
Entrance totem, cellar plaque, directional sign and parcel markers, each carrying its parcel’s frieze: the label’s codes at the scale of the estate.
Cellar Objects
Engraved glasses and carafe, embroidered apron, screen-printed tote and a tasting mat that lines up the six cuvées.
Social Media
Photos, cream posts and black posts alternate on one grid. Colour stays rare: it appears only when a post talks about a cuvée. Story highlights reuse the engraved icons.
Website
A full-screen home page, like a luxury house: the crest first, then one screen per range. The wine page is composed like the label.
Brand Book
The complete brand guidelines, 70 pages: brand, logo, visual territory, layout and applications.
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