Cases

Diane: an emblematic arrow with a premium look

For four generations, the André Lurton family has been dedicated to the production of exceptional wines in prestigious Bordeaux appellations. Their signature is a guarantee of know-how, vintage after vintage. With several properties in Pessac-Léognan and in Entre-Deux-Mers, the family cradle, these passionate winegrowers have acquired a great know-how of Sauvignon Blanc. In 2019, they decided to put all that expertise into a new premium single-grape wine

From the start, Diane was an innovative project, aimed at breaking away from the Bordeaux codes while remaining within the appellation: to make Bordeaux differently and to reach out to new clients.

Diane is a single variety whose ambition is to show the purest expression of Sauvignon Blanc. The client wanted a clean, poetic, high-end label. However, in the face of competition and often crowded shelves, the design had to be identifiable and impactful. The challenge was to propose a minimalist style, without having the impression of an all-white label.MCC Design was consulted to work on the project. Once they accepted the challenge, the designers imagined a minimalist yet still accessible label, without an overly pure rendering, more adapted to a niche market.The graphic team proposed to really work on the texture and the relief of the paper. The technique of treading on LUCE paper astonished and conquered the client. The treading plays with the material and draws a transparent pattern on the label. It adds a lot of poetry and dresses up the background, without taking away the clean and delicate look. The curved gilding is used on the logo and the arrow of Diana, for a premium look, which becomes the emblem of the brand.

Diane has been one of the company’s best launches in recent years, particularly in Germany where Sauvignon Blanc was launched exclusively in its first year. The packaging has been very well received by our European, American and Asian clients. Such is the enthusiasm that the range has rapidly expanded: from one reference in 2019, to two references in 2020, then seven references in 2021, including a rosé wine which has since sold out.

This work on the entire Diane range initiated a closer collaboration between Vignobles André Lurton and MCC, which is now following them on several other projects.

Label Information

Producer – Famille André Lurton | Diane
Designer – Jeff | MCC Design
Grape – Sauvignon Blanc
Region – Bordeaux
Print details – Hp Indigo | ABG Digicon
Face stock – Luce WS Barrier
Embellishments – Dorure 397 | Galbé Pointe de Diamant | Marquage à Chaud