In a major shift for Castel Frères, France’s largest wine producer, the wine group has launched its first no-alcohol wine range, available in Netherlands, Germany, England, Japan, China and USA. The new brand, Néphalia, was created by international branding and design agency Lonsdale, including naming, identity, communications strategy, press and outdoor advertising and packaging.
Néphalia is built on a rich sensory promise: “All the nobility of wine, without the alcohol”. The brand aims to be refined and distinctive and to appeal to diverse, multicultural audiences.
Néphalia’s name draws inspiration from Greek mythology. Derived from the word nêphàlios (”offerings to the gods not mixed with wine”), the name Néphalia evokes culture and togetherness, with the warm, human feel of a first name.
The visual identity is minimalist and elemental, embracing alcohol-free values while staying rooted in traditional wine cues by featuring graphic elements from the traditional world of wine painted in a fluid movement.
The colour palette represents the earthy tones found in a vineyard: raw stone, terracotta soil and the greens and purple hues of grapes. The primary and secondary fonts are Pretty Boy Regular and Trona Bold, respectively.
David So, Creative Director at Lonsdale, says: “While most major French wine producers are still cautiously exploring the no/low-alcohol space, Castel Frères has taken a bold step: instead of modifying an existing brand, the group decided to build a completely new offer from the ground up: aspirational, premium, and purpose-built. The challenge was to create a brand that feels both natural and unique, one that speaks to a new generation without breaking away from wine’s heritage. Néphalia embraces that creative tension between modernity and tradition, between intensity and restraint.”
CREDIT
- Agency/Creative: Lonsdale
- Article Title: Lonsdale Creates Néphalia, the New Nonalcoholic Wine Brand for Castel Frères
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Paris
- Market Region: Asia, Europe, North America
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Design, Graphic Design, Icon Design, Packaging Design
- Format: Bottle
- Industry: Food/Beverage
- Keywords: Lonsdale, Branding, Design, Brand Design, Brand Identity, Brand Naming, Brand Strategy, Graphic Design, Packaging Design, Wine and Spirits, No Low, No-Alcohol, Los-Alcohol, Wine
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Credits:
Deputy General Manager, Head of Consumer Branding: Sandra Joly Guicheteau
Client Director: Marine Bourgon
Creative Director: David So
Senior Art Director: Paul Tsizaza
Senior Art Director: Camille Brelet
Project Manager: Bourgon Project Manager: Louise
