Baie Bleue is a liqueur made from an infusion of Vosges blueberries, cherries and a dash of Kirsch de Fougerolles AOC. Formerly called "Délice du Chalot", the Coulin distillery wanted to rework the image of this aperitif liqueur in order to broaden its target and honour the rich regional heritage of the Vosges. The challenge was to redesign the brand identity of the bottle in order to make it a flagship product of the distillery.
→ Website : Baie Bleue Liqueur
Although it is a fairly low mountain range, the wet and cold Vosges climate is often compared to the Scottish climate. The Baie Bleue liqueur is made from local products and harvested in the Val d'Ajol, at an altitude of over 600m. Therefore, the idea for the redesign of the label was to work on a visual evocation of this mountain freshness. So, in collaboration with the distillery, we have chosen to highlight the nature/purity side of the mountains and this beautiful region. So we used a cold tones colour chart to get closer not only to the colour of the bluet but also to connote this inherent freshness of the product.
A few printing effects have been implemented on this new label, namely the use of thick, soft-touch paper, the embossing of the name and the irregular cut-out of the label reminding us of the mountain landscape.
Baie Bleue can be enjoyed neat, on ice and even in pool mode, as an aperitif!
In order to be consistent with the new identity, we were asked to design the box of this liqueur. We extended the use of this blue watercolour on the whole packaging by adding a few text boxes, allowing you to learn more about the product.