FOR IMMEDIATE RELEASE

forceMAJEURE Elevates Dark Horse Wine with Premium Branding and Packaging Redesign

forceMAJEURE, led by designer Laurent Hainaut, has unveiled a stunning rebranding of Dark Horse Wine, a modern expression of California wine known for its exceptional quality at an affordable price. The rebranding aims to elevate the brand's quality perception and create a visual world for Dark Horse as it targets new consumers.

The design team's approach focused on developing a flexible design system that allows for future innovation, encompassing the entire brand look and feel, including packaging, portfolio strategy, retail inspiration, and brand content. The goal was to increase competitiveness on the shelf and amplify the desire for the brand through a bolder look and feel.

forceMAJEURE's realization technology involved printing the labels on elegant, premium paper stock with metallic and matte finishes, enhancing the colors, flavors, and taste that Dark Horse is celebrated for. The label's simple navigation system allows consumers to quickly grasp the essence of the wine inside the bottle, while the iconic Dark Horse emblem takes center stage, reflecting the brand's savoir-faire.

Laurent Hainaut, along with the design team including Pierre Delebois, Melanie Brown, and Steve Assandri, has successfully elevated Dark Horse Wine's brand perception and packaging, earning the prestigious Silver A' Design Award in 2021 for their outstanding expertise and innovation in packaging design.

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