STRATEGY & BRANDING
‘VIN DE PAYS’ RANGE IDENTITY
In order to develop its own wine brands, Carrefour launched the ‘vins de pays’ range, which builds the bridge between consumers and small farmers.
The ‘slate’ material and the script typography reinforce the terroir and artisanal side. In contrast, the bright colours bring modernity and characterises the taste of wine.
A breakthrough range with the traditional wine codes, accessible thanks to a fast and direct linear impact.
Results: success of the range introduction led to the creation of other ranges of wine, notably the ‘Héritage de Carillan’, a creation based on authenticity, the great wine codes and the preservation of the elements specific to each region.