A classic is born again with Rouge Gorge Cider Vermouth. Polygraphe took on the challenge of developing a vermouth that would simultaneously acknowledge the history of the drink while appealing to today’s consumer. Turning to a bygone era for inspiration, it has a wonderfully classic feel.
“Vermouth is a drink that had its hour of glory several years ago. Feeling an imminent return to favor, Domaine Lafrance took the opportunity to create a new kind of vermouth, one it could call its own.”
“We used the return of neglected classics as the narrative background in developing this new product’s identity. We chose to represent the product’s emblem—the robin—in a paint-by-numbers-style landscape, which echoes a bygone era while revealing the product’s playful personality. Only the red areas of the paint-by-number label are in color, a subtle reminder of the product’s name.”
“A rich typographic universe, in the classical tradition of Vermouth, honors the product’s legacy. The signature ‘Rebirth of the best’ is an invitation to celebrate the classics and serves as a seal of quality, specific to Domaine Lafrance.”
Designed by: Polygraphe
Creative Director, Designer: Sébastien Bisson
Account Director: Marie-Claude Fortin
Illustrator: Jérôme Mireault, Colagene
Copywriting: Ellen Teitelbaum / Annie Ouellet
Client: Les Vergers Lafrance / Elixirs, Vins et Spiritueux
Country: Canada
City: Montreal, Quebec
