Rouge Gorge, the rebirth of a classic. 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.