ROCHE MAZET
Revive the many shades of Occitan wine
The challenge
As the Castel Group’s flagship in the mass-market circuit, Roche Mazet needed to reaffirm its roots in the Occitan terroir, while extending and clarifying its range in France and abroad.
Our solution
An elegant, evocative new identity, telling the story of Pays d’Oc through the different grape varieties that make up the range of 7 PGI wines. An international packaging charter accentuating these wines’ signature Occitan character. And a new communication platform that reveals the range’s generosity and palette of emotions.
On the innovation side, we created Clairement Rosé daughter brand: a new range of light rosé wines, with a name, positioning and identity designed by the agency.
Blackbox input
For Clairement Rosé, a concept lab was set up to identify with consumers the most appropriate positioning scenario, followed by the definition of the brand platform and naming.
