Carrick Winery— BILLET–DOUX
2018–2024.
Carrick Winery, a pioneer in organic and biodynamic winemaking, sought to expand its portfolio with a unique offering that would encapsulate the romance and artistry of winemaking. They approached Born on Sunday to create and name a new wine, one that would be a natural, organic expression of their vineyard’s soul, as well as a testament to their commitment to sustainability and creativity.
+ Project Scope—
The project involved conceptualizing a name, label design, and overarching brand narrative for the new wine. The goal was to craft an identity that not only represented the organic and biodynamic principles of Carrick but also told a story of passion, nature, and artistry. This wine needed to be more than just a beverage; it had to be an experience, a love letter to wine enthusiasts.
+ Naming & Concept
The name “Billet–Doux,” which translates to “A Love Letter,” was chosen to encapsulate the essence of this wine. This name represents a message of affection from the winemaker to the drinker, capturing the poetic and personal nature of winemaking. Each vintage of Billet–Doux would include different poems, creating a narrative that evolves with each release, offering something new and intimate to the connoisseur.
PROCESS, OUTCOME, REFLECTION—
+ Rotating Collaborators
To bring this vision to life, we rotated collaborators for art and photography, embracing the idea of fluidity and change. This rotation allowed for diverse artistic perspectives to influence the wine’s visual narrative, ensuring that each aspect of the design felt fresh and evocative. Collaborators like Elana-Marie, Rosie Menzies, MARGARITA VOVNA, and Francis M. Hutt contributed their unique artistry AND INSIGHTS to the project, adding depth and character to the wine’s presentation.
+ Label Design
The label was designed to be a piece of art itself—minimalistic yet rich in meaning. It reflects the essence of the wine’s name, with subtle, elegant typography and intricate details that evoke a sense of romance and craftsmanship. The idea was to create a label that could be appreciated as a love letter from the vineyard, with each detail carefully considered to convey a sense of intimacy and care.
+ Incorporating Poetry
One of the standout features of Billet–Doux is the inclusion of various poems on the label, which change with each vintage. This element was introduced to create an ongoing narrative, offering drinkers a piece of art and literature with every bottle. The poems, curated to reflect the character of each vintage, deepen the connection between the drinker and the wine, making every bottle a unique experience.
+ Collaboration with Carrick Winery
Working closely with Carrick Winery allowed us to integrate their ethos of organic, biodynamic, and natural winemaking into the visual and narrative aspects of Billet–Doux. The collaboration involved deep discussions with the team to understand their vision for this wine. Our aim was to ensure that every design choice resonated with their commitment to natural processes and authentic expression.
+ Outcome—
• Brand Identity– Billet–Doux emerged as a brand that blends artistry with nature, offering a wine experience that is both sophisticated and heartfelt. Its name and design convey a sense of poetic elegance, making it stand out on the shelf and in the hearts of wine lovers.
• Artistic Collaboration– The rotating team of collaborators brought a dynamic range of visual storytelling to the project, enriching the wine’s identity and giving it a multi-faceted appeal.
• Consumer Engagement– By incorporating changing poems with each vintage, Billet–Doux invites ongoing engagement from its audience, encouraging them to return year after year to experience the latest “love letter” from Carrick.
+ Reflection—
Billet–Doux Pinot Noir 2023 is a testament to Born on Sunday’s dedication to creating brands that are not only visually striking but also deeply meaningful. Through our collaborative process with Carrick Winery, we were able to craft a wine that speaks to the heart, offering a narrative as rich and complex as the wine itself. This project exemplifies how design and storytelling can elevate a product, turning it into a cherished experience.