In order to find a new identity for organic wine Château des Arras (France, Bordeaux wine area, St-Gervais), I concentrated the communication on château’s animals like if they were mascots or ambassadors. This axis allowed highlighting the environment, the context, the atmosphere and creating new federative landmarks.
By their presence and their games, the animals have brought a new representation of wines, inspired by Grimms’ fairy tale “Town Musicians of Bremen”. The animals collaborate to form a big pyramid evocating a collective work. The different animals represent, depending on their corpulence, a sort of wine hierarchy driven by the level of tannic strength.