Agency: Design Bridge
Packaging Content: Wine
Project Type: Produced
Location: UK

Design Bridge creates branding for The Pale, a new rosé concept from renowned winemaker Sacha Lichine
Design Bridge are excited to share their London Studio’s latest collaboration with visionary wine producer Sacha Lichine: creating the brand design and bespoke packaging for his new rosé wine, The Pale. Design Bridge created a fun and hedonistic design that aims to transport a young female audience back to the parties and decadence of the 1920s, balanced with a modern twist to remain relevant to today’s rosé drinkers.

Jemma Akister, Senior Client Director at Design Bridge London, commented: “Sacha Lichine is a true trailblazer in the wine industry, and he has always embraced creative thinking and understood the power of design in achieving commercial success. Having partnered with him for over 20 years to build stories and brands for his Chateau d’Esclans portfolio, Sacha came to us to launch his latest wine, The Pale. We collaborated with Sacha from the outset to create a quirky, celebratory brand that would stand out on shelf this rosé season and beyond.”

Taking inspiration from the decadent parties and speakeasies of the 1920s, Design Bridge conceived the idea of the ‘flamboyant soirée’: an exuberant party scene where The Pale would be the perfect drink. Designed during the coronavirus pandemic, the visual concept looks forward to a post-lockdown world when consumers’ appetites for socialising will be higher than ever. Living up to its name, The Pale is exceptionally pale in colour, so Design Bridge chose a striking hot pink and off-white colour palette for the visual identity to emphasise the wine’s unique lightness by comparison.

Natalie Hughes, Design Director at Design Bridge London, explained further: “We hand-illustrated a vibrant soirée scene full of eclectic elements for people to discover. From peacocks to playing cards, our unique design offers drinkers a playful journey of discovery every time they pick up the bottle.”

The unusual angles of the illustration add to the energy of the design, whilst a bespoke typeface is a modernised version of 1920s typography, and the result is a celebratory new brand that appeals to a contemporary audience.

Luke Burley, Design Director of 3D at Design Bridge London, added: “To echo the decadence of the graphic design elements, we created a bespoke 3D structural design for The Pale to further set it apart from competitors. Featuring a slightly squat shape and tapered body, which was partly inspired by traditional whisky decanters, the bottle’s inverted punt refracts light into the facets, giving the bottle a dazzling quality to elevate the liquid inside. You can even see The Pale’s unique bottle shape hidden on the tables in the label illustration, which adds to the playful secrecy of our Prohibition-inspired design.”

Sacha Lichine commented: “As my long-term creative collaborators, I couldn’t think of anyone better than Design Bridge to create the brand and visual identity of my new wine concept. Their evocative soirée concept perfectly captures the playful essence of The Pale, striking the perfect balance between nostalgia and modernity. I can’t wait for people to take their first sip this summer and be transported right into that moment.”