The packaging of Bouchard Père & Fils wines has been completely redesigned to significantly increase its perceived quality and instill a more cultural dimension.
The packaging, tending towards simplicity and elegance, is now part of a segmentation that clarifies and reinforces the quality of each range on the scale of crus. This new identity symbolizes not a transfiguration, but a return to the essence of Bouchard Père & Fils in its most contemporary expression.
The glossy cream-colored capsule has been replaced by a matte black capsule, which contrasts with the name Bouchard Père & Fils in matte gold foil. The black capsule neutralizes the bottle head and emphasizes the label and the collar.
The large format label, typical of Burgundy wines, has been preserved in its original size. A smaller and more discreet version was reserved for Icons.
We chose a natural and textured white paper that has the nobility of a book page, making each label the cover of a beautiful novel. The colors chosen to punctuate the architecture of the label follow the same inspiration: black, red and gold.
In order to create a coherent language, we introduced an exclusive typographic character to compose the appellations, which was inspired by the design of the Bouchard Père & Fils logo.
The accompanying typographies on the rest of the label were all chosen for their humanistic, sensitive and "intelligent" character. The mixture of different typographies aiming, with few signs, to give "taste" to the whole.
Finally, and despite all these transformations, we wanted to make sure that the faithful clients of Bouchard Père & Fils could still recognize these emblematic wines by far. The red spot of the coat-of-arms, appearing both on the label and on the collar, acts as a double "punctuation" and an effective signaling system that we have preserved.
The true shape of the Icons bottle is not represented here (Beaune Grèves Vigne de l'Enfant Jésus and Montrachet).