Markgräflich Badisches Weinhaus

The Markgräflich Badische Weinhaus stands like hardly any other for modern wine culture. It combines tradition with a passion for experimentation and repeatedly delights wine lovers with new ideas. A contemporary product range architecture and extraordinary wine concepts create a distinctive brand experience.

Client: Markgraf von Baden, Rotkäppchen-Mumm

Year: 2019

Categories: Branding, Ideation, Packaging, Strategy, Wine

Background

MBW aimed to develop a brand identity capable of bringing together a broad and diverse wine portfolio under one cohesive visual universe. The wide product range required a flexible system that could ensure brand consistency while allowing each wine to maintain its own distinctive character.

Brief

The brief was to develop a comprehensive branding strategy for MBW, including the creation of naming proposals for the different product lines and a strong brand concept rooted in the idea of the figure of the Winemaker. The naming was expected to reflect values such as cuvée, blending, experimentation, discovery and collaboration, while the visual identity needed to support wines made from different grape combinations through a strong serial design and storytelling approach. The system was also expected to move beyond conventional wine aesthetics by drawing inspiration from visual references outside the wine industry.

Solution

The outcome was a series of strategic brand territories accompanied by naming concepts that reinforced the ideas of creation, blending and exploration. These concepts were translated into a flexible and scalable visual system capable of unifying a diverse portfolio under a coherent and contemporary identity, combining a strong narrative framework with unconventional visual references to create a distinctive and memorable brand.

“A passion for modern wine culture expressed through bold design, contemporary naming and an adventurous spirit—created to spark curiosity and challenge the conventions of traditional winemaking.”