Coming soon to a bottle shop near you: new packaging for Chandon

What’s changed?

In Australia, the Domaine Chandon vineyard is located 60kms north-west of Melbourne. It’s a gorgeous winery in the Yarra Valley – featuring a tasting room with stunning views over fields of sprawling vines. Those fields are brought to life on the foil neck of the bottle, a gorgeous textural pattern that spells out the brand phrase ‘Un Monde de Possibilities’. (Edit: apparently, it’s actually a ‘guilloche’ pattern, often found in passports).

The 5-pointed star hasn’t disappeared; just lost its trailing tail, and became 7-pointed. As the brand has six global wineries (Argentina, Brazil, California, Australia, China, India), we wondered why it wasn’t 6-pointed. According to the press release, the last point on the star makes up the seven continents.

There’s been some discussion about the brand identity reading from the base to the top. An ex-hospitality friend says waiters usually pour from the right side, in which case the logo on the bottle would be upside-down. In the image below, it’s definitely a left hand pouring. Can anyone confirm or deny the right vs. left pour?

ICYMI: I love a secret element when it comes to branding, and this one’s a goodie. Look closely at the different label shapes below. Those shapes are based on styles of flattened map projections. Re-arrange the order (the last image) and you spell out Chandon. Clever.

Damn, now we’re feeling thirsty.

Beautiful work by London/New York agency Made Thought.