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Behind the design of Domaine Belargus’ Anjou wines

Katie Nichol

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Behind the design of Domaine Belargus’ Anjou wines

© Pierre Mahieu

A new player on the French wine scene, Domaine Belargus has brought Burgundy’s single-grape-variety style of winemaking to the Loire valley. It is this purist approach that inspired the branding and packaging design, orchestrated by Paris-based agency Be Dandy.

Branding specialist Be Dandy started with a blank page for Domaine Belargus, a French winery founded by Ivan Massonnat who is said to take a botanist-like approach to his craft. “What stands out for Domaine Belargus is the innovation in the packaging design, driven by a humble, sincere approach,” Alix Declercq, Be Dandy Founder & CEO tells Luxe Packaging Insight. “Information traditionally found on back labels has been brought to the front of the bottle, and an exclusive, innovative application of wax on the closure is used to create a two-tone effect.”

The bespoke bottle (Vetrobalsamo) is a modern take on traditional Anjou wine formats. A double “B” monogram – both for Belargus and the region’s eponymous butterfly – on the bottle’s facing is engraved in the mold. Taking its cues from 19th century botanist labels, the label (Manter) brings mentions usually relegated to back labels to the fore (see visual below). Made using Cotone Bianco, it combines orange and metallic black hot-stamping, silkscreen varnish and embossing.

The orange wax on the bottle caps is said to take its aesthetic cue from the spots on the wings of the Belargus butterfly. The wax covers the entire cap for the sweet wines and is applied as a border for the dry wines. The latter application process is done in two passes, concludes Declercq.

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BottleVetrobalsamo

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LabelManter

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StopperParramon Exportap

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Branding/Bottle & label designBe Dandy

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