The Pale

01Challenge

The Pale is a new wine by Sacha Lichine that sits apart from the broader Château d'Esclans portfolio. It is a new off-trade offer for the US market, at a similar price point to The Beach. The brief was a completely new identity, named for its exceptionally pale rosé. It called for an unconventional, off-the-shelf bottle shape with a quirky, kitsch personality.

02Idea

Welcome to the Soirée! The design transports a young female audience into the glamour, extravagance and hedonism of the Roaring Twenties. It is reimagined with a fresh, modern twist that captures the spirit of today's rosé drinkers. An illustrated label and a distinctive bottle, detailed down to the base, bring the party to the shelf. The soirée continues in merchandise, signage and the Bobby Moore Bar at Wembley.

03What I did

I led the design direction, from initial concept development to presenting to the client. I selected and detailed the bottle structure, and directed and designed the identity, illustrated label and brand guidelines. I oversaw print production, including the print run in France.

04Craft & deliverables

• An off-the-shelf bottle, selected and detailed down to the base
• Illustrated label and coasters
• Brand guidelines
• Merchandise and signage
• The Bobby Moore Bar at Wembley, a permanent activation for three years