Studio Blackthorns

Lyon, France

Agency: Studio Blackthorns
Illustrator: Ju de Bug
Location: France
Project Type: Produced
Client: Uchronic Wines
Product Launch Location: France
Packaging Contents: Wine
Packaging Substrate / Materials: Aluminium cans
Printing Process: Digital printing

Uchrony: A fictional account of events from a historical starting point.

Based on a rigorous selection of the best wines and grape varieties of Southern France, Uchronic’s aim is to bring a new choice to the street food community and to urban consumers: the choice to sublimate their dishes at all times by offering them a suitable, qualitative and sustainable drink. This way, their brand’s mission is to be present in neo-restaurants offering Street Food on the spot or to take away.

Benjamin Furlan, CEO of Tastevin approached Studio Blackthorns with the aim of launching a range of canned wines. Knowing the biases of this type of packaging for the wine category in France, the task was not an easy one. They worked together to build a unique and recognizable brand ready to impose itself in the French canned wine landscape.

‘The brand we’ve created is not our own, it belongs to our customers. They are the ones who created this brand in their image and Ludovic from Studio Blackthorns has been able to develop its essence with brilliance and professionalism. ‘ — Benjamin.

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From this reflection was born a strong and recognizable visual identity. The logo reflects this ‘augmented tradition’ with its digital coat of arms and futuristic typography. The logo is a reminder of the coat of arms of yesteryear, but also reminds us of a measuring glass. On the typographical side, the letters are split to connote the precision of the blending but also the idea of food/wine pairings being the positioning of the brand. The vivid colour chart between pop culture and futuristic clarity takes us back to this uchrony.

Following the design of the brand identity, they created 7 different labels for the 7 wines of the Uchronic range. They studied several creative paths before selecting the one that would meet with unanimous approval. After a careful study of the target, they called upon the illustrator Ju de Bug in order to design wacky characters that would match the personality and taste of each can. The result: sober, illustrated cans in vibrant colours, all with a touch of underground flyer-like look, perfect for the target audience.

All that was left to do was to name each can: Vif comme l’éclair, Frais comme un gardon, Sous les tropiques, Bar beauter, Entre bros, Bisquelette and Un doux gaillard.

What’s Unique?
Developed during the lockdown, Uchronic Wines is itself a fiction. Inspired by revisited historical periods, it evolves between the contemporary deco punk world of the prohibition of the 20s and the cyberpunk world of the near future. Fundamentally traditional and deliberately futuristic, Uchronic wines are timeless and sometimes technological. They straddle two millennia. Multigenerational they connect two worlds: physical and digital and propel the gastronomic tradition into the future.