Do As Molly Baz’s Wine Label Says and Drink This Wine
by Chloe Gordon on 11/08/2022 | 3 Minute Read
Molly Baz is to the internet and social media what Guy Fieri is to TV. She's a chef with a big personality and is all about making food cheerful and convenient. In 2021, Baz released her cookbook Cook This Book, and recently, she released her own wine line, alongside winemaker Andy Young of The Marigny, commandingly dubbed "Drink This Wine."
With the brand's tagline of "Imperfect wine for imperfect people with impeccable taste," it's clear who this brand is and isn't for. It's developed for the social butterflies, the busy bees, and the party animals. It, convincingly, is not for wine snobs, which is much appreciated in this space, as the category can be a little too intimidating.
“Wine should be more fun!" shares Bijan Berahimi, director of creative agency FISK. "Sometimes it feels too serious, and we’re happy that our first wine project was with Molly and The Marigny, two people who want to bring more fun to the wine world. Our goal was to capture the spirit of Molly’s cooking and energy, continuing to build on her already excellent visual world.”
FISK's packaging compliments the easygoing notes and highly drinkable wine within the bottle. FISK worked closely with the Drink This Wine team to add stunning splashes of color, unstuffy typography, and a sleek layout to the wine bottles. Inspired by European cafe signs, the label design feels both effortlessly cool and cleverly casual. “We received a wonderful creative brief from our collaborator Ben Willett who shared really thoughtful and unexpected references,” notes Berahimi, “There is such a rich typographic history when it comes to European cafe signage, and we used this as a starting point for our work. We looked at Art Nouveau, Deco, and Bauhaus as many people do, but worked to visualize it in a new way that felt unique to Molly.”
With just a two-toned color palette, the highly flamboyant typography takes over the design. The custom, bespoke lettering is quirky, embodying the Baz brand visuals highlighted throughout her cookbook and website. The wine's packaging instantly captures consumers' attention, regardless of their wine knowledge or background, while also pairing perfectly with the Molly Baz brand.
“While we love the big bold geometric letterforms on the front of the wine bottle, we found a lot of joy in making the back label equally as expressive,” Berahimi mentions. “The type waterfalling encourages the action of pouring wine and continues the small details from the front. Molly Baz is known for creating approachable and delicious recipes that encourage fun. We took this ethos to heart and applied it to the entire project from the front to the back label.”
While the wine industry is loved by many, the packaging designs can be annoyingly illustrious and frequently stuffy. There are innumerable nods to historical roots, regal influences, and dainty, frilly fonts. But, what needs to be included are the bottles with packaging and labeling systems that look like they belong at an informal potluck, a spontaneous get-together, or even a dog's birthday party.
The wine world needs more casual, laid-back brands, and Baz's Drink This Wine is filling the void.
- Photography: PEDEN+MUNK
- Branding Creative Direction: Ben Willett