Dark Horse Wine

Branding and Redesign for E&J Gallo

The aim was to elevate the brand's quality and premium perception and consider the entire packaging portfolio, developing a flexible design system that allows for future innovation to guide and inspire the entire brand look and feel, including the touch points of portfolio strategy, POS and collateral materials, retail inspiration, and brand content. Designers also wanted to help increase competitiveness on shelf among the varietal set through an uplifting new branding and packaging. Our key challenge as a design agency was to amplify the desire for the brand through a bolder look and feel.

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Dark Horse Wine by Laurent Hainaut

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Branding and Redesign by Laurent Hainaut

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Laurent Hainaut Dark Horse Wine

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Laurent Hainaut Branding and Redesign

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E amp J GalloBrand Logo

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Laurent Hainaut Corporate Logo

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Dark Horse Wine Branding and Redesign Press Releases

Availability alert: Press releases for Dark Horse Wine in languages including English.

Dark Horse Wine Branding and Redesign Media Articles

For immediate use: Dark Horse Wine articles, available in languages such as Japanese, Russian, Chinese (Mandarin), Dutch, Indonesian, German, Hindi, French, Portuguese, Italian, Turkish, Arabic (Standard), Spanish, Korean and English, to enrich your content.

Unique Properties

forceMAJEURE's approach was to elevate the brand’s quality & premium perception and consider the entire packaging portfolio, developing a flexible design system that allows for future innovation to guide and inspire the entire brand look and feel, including the touch points of portfolio strategy, POS and collateral materials, retail inspiration, and brand content. FM also wanted to help increase competitiveness on shelf among the varietal set through an uplifting new branding and packaging. The key challenge as a design agency was to amplify the desire for the brand through a bolder look and feel.

Production Technology

forceMAJEURE set out to redefine what is possible for the brand, starting with a new look and feel through the label design, elevating and refreshing the packaging to match the quality and taste that the brand is known for by its loyal consumers. The labels are printed on elegant, premium paper stock in both metallic and matte finish, amplifying color, flavors, taste, the icon, and the savoir-faire that Dark Horse is celebrated for. The Dark Horse icon has a front and center placement on the label, and the navigation system of the label is simple, allowing the consumer to see in a glance what waits inside the bottle.

Inspiration

forceMAJEURE was asked by E&J Gallo Winery to rebrand one of the growing brands of wine in their portfolio, Dark Horse, a modern expression of wine from California. Dark Horse is a brand known for delivering surprisingly exceptional wine at an affordable price. By focusing on perceptions of quality and taste, along with a bolder, more uplifting brand story in both packaging and communications, FM set out to create a visual world and a 360 branding portfolio for Dark Horse as it boldly moves forward to reach new consumers.

Project Overview

Dark Horse Wine Branding and Redesign has been a Silver winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit Laurent Hainaut.

Silver Recognition

Laurent Hainaut was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Dark Horse Wine Branding and Redesign.

Laurent Hainaut Press Releases

Explore the world of Laurent Hainaut through our press releases, designed for media members to use freely and enrich your content. Unlock 8 press releases now, directly accessible to journalists.

Dark Horse Wine Unveils Bold New Branding by Laurent Hainaut

forceMAJEURE Redefines Dark Horse Wine Brand with Modern Expression and Premium Packaging

Laurent Hainaut Newsroom

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