Patisserie

As sweet and flavoured wines continue to grow, our client identified an opportunity to create a brand that delivered flavour-led appeal without sacrificing sophistication. The challenge was to attract consumers seeking sweeter taste profiles, while still offering the credibility and pleasure of drinking “proper” wine. Category analysis revealed a market dominated by overt fruit cues and visual codes that felt cheap and transactional.

Denomination reframed the conversation away from flavour alone and towards the experience of flavour. The strategic idea was simple: make it sound delicious and make it look desirable. Inspiration came from the world of the patisserie, where indulgence, craft and elegance combine to create an irresistible treat, whether for yourself or as a gift.

The resulting identity draws on classic French patisserie cues, from refined typography and delicate borders to a soft pastel palette inspired by macarons. A gold star beneath the Patisserie logotype signals quality and elevates the brand’s status, while a bespoke bottle with a jelly-mould-inspired punt adds tactility and sophistication. Label and capsule colours are carefully tuned to reflect the wine itself, creating restraint and elegance in contrast to the loud, saturated competition.

Flavour takes centre stage through evocative patisserie-inspired names, chosen to spark appetite and emotional connection before varietal consideration. The result is a wine brand that feels indulgent but not indulgent-looking, premium yet accessible, and designed to let consumers enjoy sweetness without compromise.

Patisserie: treat yourself.