Timeline: 3 months
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People involved:
3 Interior Designer
2 Strategic & Concept Designer
3 Graphic Designer
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Outcome:
We clarified and repositioned Maison Dourthe’s brand identity for a broader audience, crafting a narrative centered on the idea of the suspended moment. By highlighting the house’s heritage and deep territorial roots, we strengthened emotional storytelling focused on craftsmanship and the passage of time. A cohesive visual and architectural language was developed to unify all touchpoints, bridging tradition and modernity in both form and message. The result is a refined, authentic voice that reconnects Maison Dourthe with its audience.
_____________________________________________
People involved:
3 Interior Designer
2 Strategic & Concept Designer
3 Graphic Designer
_____________________________________________
Outcome:
We clarified and repositioned Maison Dourthe’s brand identity for a broader audience, crafting a narrative centered on the idea of the suspended moment. By highlighting the house’s heritage and deep territorial roots, we strengthened emotional storytelling focused on craftsmanship and the passage of time. A cohesive visual and architectural language was developed to unify all touchpoints, bridging tradition and modernity in both form and message. The result is a refined, authentic voice that reconnects Maison Dourthe with its audience.
Maison Dourthe:
A Legacy of Innovation in Bordeaux Wines
A Legacy of Innovation in Bordeaux Wines
Founded in 1840 by Pierre Dourthe, Maison Dourthe began when a passionate wine merchant set out to craft his own wine, laying the foundation for a storied legacy. Over the years, the house has refined its expertise and expanded its reach, now owning 9 châteaux across the Bordeaux region, making it one of the most versatile and esteemed wine producers in the area.
This diversity has empowered Maison Dourthe to pioneer innovative wines, reshaping the landscape of Bordeaux wine production and distribution worldwide.
The design team I was part of was tasked with clarifying and elevating the brand's identity so that it resonated with a wider audience.
To achieve this, we introduced the concept of the "Moment Suspendu" evoking the timeless traditions and deep-rooted knowledge of the region. By highlighting the winegrower’s respect for craftsmanship and the natural rhythm of the land, we emphasized the privileged connection that Maison Dourthe cherishes with its customers.
This diversity has empowered Maison Dourthe to pioneer innovative wines, reshaping the landscape of Bordeaux wine production and distribution worldwide.
The design team I was part of was tasked with clarifying and elevating the brand's identity so that it resonated with a wider audience.
To achieve this, we introduced the concept of the "Moment Suspendu" evoking the timeless traditions and deep-rooted knowledge of the region. By highlighting the winegrower’s respect for craftsmanship and the natural rhythm of the land, we emphasized the privileged connection that Maison Dourthe cherishes with its customers.
The Imprint of the Land
At the heart of the Maison Dourthe identity lies a deep-rooted connection to the Bordeaux terroir, a bond that transcends time and speaks through every bottle. The concept of the “imprint” reflects this lasting dialogue between nature and craftsmanship: the trace left by the land, the climate, and the hand of the winemaker.
This imprint is not only physical, seen in the soil and vines, but also emotional, a mark of authenticity, memory, and place. By grounding the brand in its geographical and historical roots, we reinforce Dourthe’s role as a guardian of Bordeaux’s legacy, while embracing the innovation that defines its future.
Through this lens, each wine becomes a landscape, an expression of a specific time, a precise plot, and a shared passion, offering customers more than just a taste, but a sensory journey into the very soul of the region.
Under the Ground, the Cave...
Before the new Maison Dourthe estate opened its doors, the brand story unfolded in two distinct phases:
First through a digital and print campaign, then via an immersive pop-up experience in the heart of Bordeaux.
First through a digital and print campaign, then via an immersive pop-up experience in the heart of Bordeaux.
To prepare the public for the unveiling, we designed a narrative that begins beneath the surface, deep in the rock, where time and terroir leave their mark. The campaign's second phase took shape as an installation on the city’s quays, echoing the caves of the vineyard near The Garonne river.
Visitors entered a raw, mineral space, dimmed lights, stone textures, and ambient soundscapes offering a physical and emotional dive into the roots of the Maison.
This suspended moment set the tone for the brand’s identity: Evanescence, Interlude & Out of place.
Through this layered communication, the Dourthe story began not at the surface, but where it truly matters: in the depth.
This suspended moment set the tone for the brand’s identity: Evanescence, Interlude & Out of place.
Through this layered communication, the Dourthe story began not at the surface, but where it truly matters: in the depth.
Topography of Time,
To give form to the Suspended moment, the architecture reveals a choreography of floating rock formations, each one echoing the shape of the land where the 9 Dourthe châteaux are rooted. These suspended fragments are more than sculptural gestures: they are material memories of the soil, lifted into space.
The same contours reappear on the explanatory prints, offering visitors a tactile, visual, and spatial map of Dourthe’s deeply anchored presence across Bordeaux.
Between earth and air, time and place, the installation transforms terroir into a quiet spectacle, an imprint of origin made visible.
Tasting Redefined
For the tasting experience, we reimagined the ritual of wine with a bold, sensory innovation: an edible membrane encapsulating the wine, inspired by Ooho technology. This bubble-like format preserves the essence of each vintage while offering a surprising, almost ephemeral way to savour it a sip that bursts on the palate like a revelation.
To reinforce this idea of fluidity and suspension, the space itself follows the same logic. Organic, bubble-shaped chairs echo the membrane design, creating a visual and tactile coherence. The room becomes an extension of the tasting soft, round, and immersive where innovation meets emotion in every detail.
