merchier got their new product label by running a design contest:
New winenery in Beaujolais needs a new label
Check out merchier's Product label contest…
Food & Drink
Rive Droite (de la Saône)
Description of the product
Our names are Benoit and Marianne. We studied business, our background is finance and marketing. We worked for 8 years abroad (New York and London), in banking (for Benoit), and marketing in FMCG (for Marianne). In 2013, we came back to France, knowing already that we wanted to give our lives more purpose, more time, more in sync with who we are and with nature. We got married in 2014 and left 2 weeks later for one-year travel around the world. Somewhere in New Zealand, whilst visiting a vineyard from the new world, we had a “ha ha” moment: what if we were to launch into the wine business? We’ve always been amateurs, we had spent in the past a lot of time meeting wine makers. We liked the stories of the people we met, we like the product, it fitted our desires. It was a life project that made sense to us. From dreaming to realisation, it takes some time and planning. We found our property in 2017: 12 ha of Beaujolais wine in Morancé, in the “Pierres Dorées” land. Why Rive Droite (de la Saône)? We are playing with different references here. We are from Paris where you are either from Rive Droite (right bank) or Rive Gauche (left bank) of the Seine river. On the right bank, you are modern, either a banker or a hipster but loud and arrogant, on the left side, you are bohemian, intellectual and snobbish, even scornful some would say. Here in Beaujolais, we are on the right bank of the Saone river as we were in Paris, and always will be the “Parisians”. Our wines are produced in the Beaujolais region as per the typical Beaujolais Protected Designations of Origin (PDO) requirements. It includes as well a range of wines which are Protected Geographical Indications (PGI), i.e. including a broader variety of grapes (therefore less immediately recognizable by the customer). In Beaujolais, wines produced are fruity, light bodied, in line with current customer taste, with a single grape (Gamay). 90% of Gamay produced in the world is from around here , making it very specific to this region. But Beaujolais has been suffering from the “Beaujolais Nouveau” image, which suggests cheap and poor quality wine, casting a shadow over all the other wines and making customer forget that there is more to find here. To us, there is only one way, up. Up in terms of quality (increased perception of quality through technical improvements) and impact on environment (sustainable production). As quality at affordable price must supersede Beaujolais PDO and image, PGI wine will take a larger place. Our story is about quality (we take the time to do things the right way), affordability, ethics (certified sustainable agriculture, all done with a tiny team with a family approach). Although this is what we strive to offer, we must not forget that if we chose to offer more “unusual” wine, these are still from a specific unique terroir For this contest, we want to focus on our Beaujolais Nouveau wine • Client expectations: Low. This is a wine you drink very young during a traditional event in November. To most, it has a cheap and festive image, but we’d like to drop the cheap part and up it to convivial • Taste specificities: Fruity, drank just after harvest • Technical itineraries: Simple but no cheating • Retail price : 5 – 8 €
Description of the product target audience
Aesthetes: 30+, married, urbans big cities, wealthy & educated. Thirst for purpose in life, balance. Epicureans, balance modernism, change, and tradition. Respect of nature and ethics is important. They have a regular wine consumption and favour quality. Are ready to pay the price. Are searching for good convivial moments that wine creates. Go out to quality gastro-pubs. Buy in wine stores. Discoverers: 25 to 45 year old, urbans big cities, wealthy & educated. Passionate, pro-change, thirst of new ideas , intuitive. Unstructured in their wine consumptions, ready to try new wines, new regions, new countries. Like to be advised by a friend or a connoisseur. Read and buy on the internet. Open to original logos and labels. Attracted to quality feeling. Go out to quality gastro-pubs. Ready to pay the price. « Gastro-pub/ Bistronome » of wine. Values: Conviviality, Elegance, Ethics (sustainable agriculture then organic, respect of people, very little chemical inputs), Balance between modernity and tradition (use of modern technics to avoid chemical input and wine manipulation, part of a century long history of making wine and knowing the terroir), A touch of « British » humour/2nd degree. MARKETING OBJECTIVE(s) Trial of new consumers (penetration)
1/ The design of the brand and label must create the “I want to try this wine” effect => create desire + Distinctiveness, + “readability” 2/ Coherence with our story and positioning 3/ Elegant yet convivial look and feel The bottles must stand out vs. the competitors, reflect our positioning and our story, and say good quality for price
What to avoid
Too much text – difficulty to read Too graphic, too much colour, too much « break » labels, « coarse » look and feel: not who we are
€729 Gold package
Every design category has flexible pricing for all budgets. Product label starts at €269.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their product label.
Designers across the globe delivered design magic.
merchier collaborated with designers to refine their ideas
When design entries come in, you can rate them so designers know what you’re looking for in your logo design.
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
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