Domaine Les Petits Cailloux

Located at the foot of Mont Yamaska in Quebec, Domaine Les Petits Cailloux struggled to stand out in a  highly competitive wine market due to its generic brand image. To attract a new generation of adventurous consumers, the winery needed to move beyond traditional codes and showcase its singular geography. The rebrand transformed the company’s story, which is rooted in the owners’ dual passions for viticulture and paragliding, into a compelling visual narrative.

The new system is anchored by a symbol that reinterprets the namesake stones from the original logo, while the logotype is inspired by traditional stone carving typography. Abstract label compositions use aerial views of the vineyard plots, with a colour palette informed by specific tasting notes. To illustrate the wind sweeping across the mountain, the copy follows a fluid path, creating a cohesive identity shaped by both land and sky.