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.
Depicting a bygone era
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.