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Estandon reinvents rosé codes with Ceux de 1906

Katie Nichol

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Estandon reinvents rosé codes with Ceux de 1906

French wine co-operative Estandon looked to the spirits market for inspiration when it came to the packaging of its new rosé wine. Dubbed Ceux de 1906, the bottle features a black and white wraparound label with touches of gold.

Estandon, a wine cooperative in Provence that brings together some 300 producers, unveiled its new rosé wine at an event in Paris last week. “With Ceux de 1906, we wanted to create a new way of drinking wine: it can be consumed as a digestif at the end of a meal, which is why we took inspiration from the spirits category for the packaging design,” Estandon explains.

The company worked with agency Jésus et Gabriel on the packaging. Saverglass’ Oslo stock spirits bottle in extra-flint glass dons a thick base and sober lines, while the stopper combines white beech and Diam cork.

The label (Autajon), with its retro graphic codes, sports historic photographics and features touches of black and gold. ‘1906’ is hot stamped in gold and embossed. “Rather than front and back labels, we chose a wraparound label, allowing it to feature more elements than a typical wine label,” says Estandon.

While Estandon had considered a canister format for the secondary pack, it eventually settled on a folding box (Tourneville) that enables the bottle to be viewed from the front and back. The white box is printed in black and hot stamped gold, with a QR code providing additional information on the product.

Ceux de 1906 takes its name from the founding date of the first winegrowers’ cooperative in France’s Var region. The 2020 rosé wine retails at €25 for 75cl.

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BottleSaverglass

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LabelAutajon

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BoxTourneville

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Jésus et GabrielDesign

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