One identity for a whole appellation, not just a single estate.
The Saint-Sardos cooperative brings together 90% of the appellation's producers, so its identity represents much more than a single winery. The communication had to respect the reality of the territory while remaining useful in very different selling contexts.
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The useful diagnosis.
Strengthen the producer identity and create a coherent way to present wines characteristic of South-West France.
The brand had to communicate place and collective character, not the personality of a single estate. Tradition and terroir needed to remain visible without making every range look the same.
Keep artisanal production, territory and tradition at the centre, then create enough flexibility for individual ranges and the appellation itself to address distinct markets.
A collective brand has to leave room for both place and product.