Case Study
Vin de Terre –
Pioneering France’s Organic Wine Revolution
THE Challenge
When Vin de Terre, the first organic wine wholesaler in France, was founded in the South of France, the market was not yet ready to embrace organic wine. At the time, “organic” was seen as overpriced and of questionable quality by many French consumers, even as it was gaining popularity in London. The challenge was to create a brand that emphasized the quality, craftsmanship, and accessibility of the wines while keeping their organic ethos as a subtle yet integral part of the story.
THE Solution
I was commissioned by Vin de Terre to develop a brand strategy that positioned the company as the future of French wine wholesale—where wine heritage meets innovation. The focus was on showcasing great wines made with care, not because they were organic, but because they were well-crafted and good value. This strategy aligned with the core values of the business:
- Reflection of terroir: Highlighting wines that authentically represent the environment they come from.
- Accessibility: Ensuring that great wine is affordable and approachable for all, without compromising on quality or sustainability.
Key elements of the branding project included:
- Business cards printed with vegetable inks and minimal color to reduce ink use.
- A decision not to print a catalog, instead using digital tools to enhance the customer experience. For example, bottle shots could be enlarged during sales presentations to give restaurants a sense of how the wines would look on their tables.
- Messaging Strategy: Positioned organic wine as a secondary message, emphasizing the quality and value of the wines first to appeal to the skeptical French market.
BRAND IDENTITY
I created a clean, modern visual identity that conveyed professionalism and authenticity while subtly nodding to its organic ethos.
Messaging Strategy
I positioned organic wine as a secondary message, emphasizing the quality and value of the wines first to appeal to the skeptical French market.
Results
- In its first year, Vin de Terre won the Start-Up Business of the Year Award, an honor attributed to the strength of its branding and storytelling.
- Over the past 13 years, the company has built an impressive client base, supplying wines to Michelin-starred restaurants and local brasseries alike.
- The brand remains a pioneer in the organic wine market, staying true to its ethos of sustainability and accessibility while thriving in a once-resistant market.
Lessons Learned
This project demonstrated the importance of adapting branding to local market perceptions. By leading with quality and value rather than focusing solely on the “organic” label, Vin de Terre successfully carved out a niche in a challenging market. Additionally, small, thoughtful design decisions—such as eco-friendly printing and digital innovation—reinforced the company’s commitment to sustainability.
“We will shortly be celebrating our 10 year anniversary. The business has survived some major ups and downs and in part, that is due to the outstanding branding Taya provided the business. I still refer to the brand positioning document to help guide my decision making, I am still very happy with the identity today, it has not become outdated, it still looks fresh and new… especially for this industry and I am still constantly complimented on the look and feel of the brand. She did an amazing job, providing me with exactly what I needed, but didn’t know I needed when we set up.”
Ewan Bird, Owner of Vin de Terre
