Unveiling its reserve

Owned by Alliance Loire, Secrets de Chai is a Loire Valley wine brand available in major retail outlets. Its distinctive packaging identity blends simplicity and refinement, expressed through a minimalist and classic graphic universe.

Its new Organic range is aimed at consumers who value the traditional codes of the category, for whom Organic is a welcome bonus rather than a primary purchase driver. The challenge? To establish this new offering within the Secrets de Chai universe without compromising its DNA.

Our thinking focused on a subtle balance: preserving the identity of Secrets de Chai while incorporating a clear yet restrained organic distinction. The range name La Réserve Bio came naturally, evoking both quality, extended ageing, and continuity with the brand’s spirit.

Visually, the challenge lay in anchoring this new range within the established aesthetic of Secrets de Chai, while opening up a new visual path that highlights its organic positioning. The Organic theme is expressed with subtlety through the layout, complemented by carefully chosen colours, textures, and finishes. The capsule, front label, and back label were all crafted with meticulous attention to detail, ensuring seamless integration within the existing range.

AREAS OF EXPERTISE

Naming
Label graphic design