Design Bridge crafts “hedonistic” identity for new rosé brand The Pale


The London studio has contrived a 1920s-inspired visual identity and bespoke bottle structure for the latest line from Sacha Lichine.

Design Tie has unveiled the identity and bespoke bottle design for rosé wine The Pale, which aims to put a twist on the competitive sector.

The Pale is the latest row from Sacha Lichine, the winemaker behind the popular brand Whispering Angel.

The studio has worked with Lichine on previous collections from his Château d’Esclans portfolio. The aim for The Lessen was to add a current spin for the rosé drinkers of today, explains Design Bridge client director Jemma Akister.

“We collaborated with Sacha from the first to create a quirky, celebratory brand that would stand out on shelf this rosé season and beyond,” she says.

Inspired by the “parties and decadence of the 1920s”

The “fun and hedonistic diagram” aims to transport drinkers back to the “parties and decadence of the 1920s”, according to the design team.

Inspired by the idea of a “flamboyant soirée”, the illustrations depict signer scenes from the era’s prohibition scene. As the identity was designed during lockdown, the studio hopes that it will appeal to consumers’ increased yearning for socialising in a post-lockdown world.

“We hand illustrated a vibrant soirée scene full of eclectic elements for people to discover,” says Design Bridge project director Natalie Hughes. These include peacocks, playing cards as well as party guests in period clothing.

“Our unique design presentations drinkers a playful journey of discovery every time they pick up the bottle,” Hughes adds.

A bespoke typeface has also been mapped for the brand which is a modernised version of 1920s-style typography.

In line with its name, the rosé is “exceptionally pale in colour”, according to the form team. For this reason, a hot pink and off-white colour palette have been chosen to “emphasise the wine’s unique lightness by comparison”, the studio says.

A guts designed to reflect “decadence”

Design Bridge has also crafted a bespoke bottle design for the Pale to “echo the decadence of the graphic design atmospheres” and “further set it apart from competitors”, explains the studio’s design director of 3D Luke Burley.

The “slightly squat shape and tapered body” were kindled by traditional whisky decanters, he says. The inverted punt (the dimple at the bottom) refracts light into the bottle, which gives it a “dazzling property to elevate the liquid inside”, Burley adds.

The unusual bottle shape can also be seen hidden on the tables in the label’s illustrations, which joins to the “playful secrecy of our prohibition-inspired design”, Burley says.

What do you think of The Pale’s identity and bottle design? Let us know in the comments below.

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