Appartement 103 – Félix & Lucie

Parisian branding and packaging design studio Appartement 103 worked with Arterra Wines Canada to develop the packaging for their latest brand Félix & Lucie, an engaging new wine that aims to reinvigorate the French wine segment in the Canadian market, breaking away from the typical French wine cues through a more innovative and approachable positioning. Appartement 103’s role was to bring Arterra Wine’s vision to life through a bold and inspiring packaging with its associated name and storytelling, followed by the visual identity translated into playful but elegant labels under the spirit of the French “joie de vivre” (joy of life). Felix & Lucie have their romance locked up! A rendezvous in the City of Light, a moment in time captured in a glass, a lifetime of adventures. It’s all about a love story celebrated with poetry through the bold golden heart-shaped lock, serving as an impactful focal point on the shelf. The scratched Félix and Lucie typeface reinforces the concept of a treasured romance engraved forever, contrasted with a subtle texturized paper, it adds refinement and premium finishing to the overall presentation.Arterra Wines Canada’s goal was to bring to life a great French wine that honours the reverence consumers have for French wine, while being approachable and understandable, therefore, the brand presentation also reflects this positioning.