Denomination disrupts the French wine category with new brand identity for La Noblesse.
?The Loire Valley’s La Noblesse is shaking up the French wine sector with a fresh, modern and slightly irreverent twist by drinks design specialist Denomination. Brand owner Fourth Wave approached Denomination wanting to entice consumers to drink wines from the Loire Valley, a region under-represented in the category and awash with old fashioned, samey brand and packaging identities.
Yet the Loire is renowned for its chateaux and its aristocratic heritage – a spectacular destination for visitors. The resulting work shows how it’s possible to present a serious wine in a modern, light-hearted and disruptive way without compromising its heritage or quality. Rowena Curlewis, CEO, Denomination, says: “We needed to find a way to represent the aristocratic Loire in a way that didn’t resort to depicting the ubiquitous châteaux that are so common on French labels. It was important that this brand stood out from the crowd and was distinctive, personality-led and disruptive, whilst still being respectful to its origins.
