Olssøn Barbieri playfully rebrands a Bordeaux winery

France – Norwegian studio Olssøn Barbieri has devised a new brand identity and packaging for the Château Picoron winery – playful and modern yet a nod to the strict regulations of the Bordeaux winemaking region.

The 16th-century château commissioned Olssøn Barbieri for the rebranding, aiming to break with traditional aesthetics and highlight how climate change is challenging winemaking’s future. The new design employs variations on a single font, and all wines were renamed using palindromes (words that read the same backwards and forwards), playfully referencing Bordeaux’s strict rules.

‘Home to some of the world’s most prestigious wines and strictest self-imposed regulations, Bordeaux has begun to lose its appeal to new generations,’ says Olssøn Barbieri. ‘The goal was to create an inclusive brand identity by shaking the snobbery of the region, making wines more fun while honouring their legacy.’

We are beginning to see brands pouring wit into wine branding and steer away from conventions by playfully bending the rules, such as Château Picoron's updated identity which resonates with younger wine enthusiasts and takes legacy to a new era.