Landlust
The organic “wine with the bicycle” was developed by us for Peter Mertes and has grown into one of the most successful organic wine brands in Germany. Available nationwide. And a textbook case of strategic design that delivers.
Background
Peter Mertes is Germany’s largest winery – a true retail giant. But even in a world of millions of bottles, brands need more than volume. They need a voice. Landlust became just that: the emotional alternative in the organic segment. And for Mertes, a strategic key to growing market share with purpose.
Brief
The task was clear: make organic wine accessible to the mainstream. No greenwashing. No esoterics. Just a brand that stands out on crowded supermarket shelves and still feels natural. It was a new wine range with multiple grape varieties, so what we needed was a strong umbrella brand, flexible enough to stretch, but clear enough to stick. There was no written brief. Instead, the senior owner dropped by our Berlin studio. We drank coffee and talked wine. That’s how our best projects start: in real conversations, with curious questions and open ears.
Solution
Our idea? A countryside escape, turned into a visual shortcut: a bicycle under a tree. Paired with the tagline “Out of the everyday, into the moment.” That image became iconic. White space, green typography, vegan and organic seals. Landlust speaks in a quiet voice, but it hits home. And it made it all the way into every supermarket across the country.
The organic wine everyone knows,
but no one knows we created.
Landlust: Designed by us. Bought by millions.
Photos: Reena Troue | Renderings: Jakob Hoff
Our idea: a visual shortcut to escape.
The bicycle beneath the tree tells the whole story in a single image, taking you out of the everyday and straight into the green. Both the countryside, and the look: bright, minimal, believable. The effect: an organic wine that looks like a feeling. And sells like one too.
One of Germany’s best-selling organic wines, available at every Spätkauf market across the country. The perfect wine for on the go!
Germany’s largest winery
trusted our idea.
With €300M in annual revenue, 400+ employees and over a million bottles filled daily, Peter Mertes is a giant in the German wine business. In that system, Landlust isn’t just another label – it’s a strategic asset. An emotional anchor in the organic segment. A case study in how great design can drive serious volume.
The wine with the bicycle became a mass phenomenon.
Landlust is everywhere, from Edeka and Rewe to discounters and independent chains. Few organic wine brands have ever achieved that kind of reach.
For Mertes, Landlust is a cornerstone of its retail strategy and a way to uplift the entire portfolio. This is organic that doesn’t just work. It wins.
A tree. A bicycle. A brand that makes sense at first glance.
Our creative concept was simple: a quick escape to the countryside. The visual symbol, a bicycle under a tree, captured that perfectly. It turned into a bottle that feels like a mini holiday.
Designed with generous white space, friendly typefaces and clear eco cues, and later extended with content at POS. A brand that doesn’t just sell. It connects.
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