IDENTITY / PRINT

BRUNO BIENAIMÉ

WHEN A JURA WINEMAKER LEFT THE AOC, HE NEEDED HELP TO RETHINK HIS LABELS AND CUVÉE NAMING – TRANSFORMING RESTRICTION INTO A NEW LAYER OF IDENTITY

When Bruno Bienaimé chose to step outside the AOC framework, it marked a decisive shift in his practice – and in how his wines could be presented. No longer permitted to reference grape varieties on the labels, a new way was needed to distinguish the cuvées while preserving their recognisable character.

The Chardonnay and Savagnin cuvées were the starting point. Anagram titles were developed that subtly echo their origins without stating them directly. The solution preserves meaning for those who look closely while remaining fully compliant with regulations.

What began with two cuvées has since grown into a family of six. Throughout the expansion, the established colour codes were retained while a layered background graphic was introduced to interact with the angular brand element. The added depth brings cohesion across the range – an evolution rather than a rupture.

A Tribute in Bloom

For his two sparkling Chardonnays, Bulle d’Amélie – one white, one rosé – the brief was deeply personal.

Amélie, Bruno’s late wife, loved sparkling Chardonnay. These cuvées are dedicated to her. Her favourite flower was the peony, and Bruno wished for a white bloom and a pink one to grace the labels.

We created the peonies as watercolour collages, allowing colour and texture to unfold with lightness and air. The compositions sit gently within the existing label system, yet carry their own quiet presence.

The result is understated, but heartfelt: a tribute held in colour, craft and care.

CREDITS

Designed and crafted by Formgiverne

CLIENT QUOTE

"I needed a fresh look and cuvée naming system, which Formgiverne created for me. I’m very pleased with the work we’ve accomplished together and look forward to what the future holds!"

– Bruno Bienaimé