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The Beginning of a Creative Typographic Journey

Whispering Angel, produced by Chateau d’Esclans, leads the Rosé wine segment and enjoys a reputation as the world’s most premium Rosé. Following the acquisition by LVMH, there arose a need to elevate their brand image to align with their new global status. This ambition led them to commission a bespoke typeface to create a more sophisticated and editorial feel across various brand touchpoints.

The Challenges

Typography without personality: The existing typeface, ITC Blair, was appreciated for its simple and industrial appearance but lacked the personality and elegance desired for the Whispering Angel brand.

In search for the Distinctive, Bold, yet Charming typeface: The client sought a typeface that would contrast beautifully with the existing Whispering Angel script. It needed to be ownable, characterful, with a contemporary edge, yet not overly complex or intricate. The typeface also had to be effective on diverse materials and communicate the brand’s distinctiveness in the Rosé wine category.

Our Solution

We developed several ideas in line with the client’s core values. Our creatives were focus on creating visual response that is “Quietly Dramatic” and “Spontaneously Playful”. As those are some of the core adjectives in the brand strategy of Whispering Angel. After presenting options that reflected these qualities, a non-contrasted sans-serif with sharp and elegant details was chosen.

Alignment with Brand Values: The final typeface retained a simpler, blocky appearance in keeping with the prior typeface, yet infused with sophistication and a contemporary edge to embody the brand’s core values.

The Result

The new typeface revitalized the Whispering Angel brand, creating a unique and sophisticated visual world that sets it apart from competitors. Its simplicity and elegance have brought a new dimension to the brand’s global presence.

This project illustrates how a thoughtful and tailored approach to typeface design can transform a brand’s identity. By closely aligning with Whispering Angel’s ethos and new ambitions under LVMH, the bespoke typeface has become a defining element of a world-renowned brand.


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