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Barton & Guestier




Europe, France

Other Materials

Barton & Guestier was founded in 1725. They are the only brand that offers, under a single unique signature, a full range of high quality wines from all the main French wine-growing regions. To celebrate their 290th anniversary, they decided to strengthen their brand position with a redesign of two wine ranges.

“For our anniversary, we have undertaken studies, interviews, and an intense introspective look into what makes Barton & Guestier so unique. Our new positioning and thus our new packaging is the result of this think tank. It’s more than just a brand refresh, it’s a new positioning along with enhanced quality wines,” says Sales and Marketing Director Philippe Marion of Barton & Guestier. 

“We have worked hand-in-hand with Optima, our design agency, to define what makes Barton &  Guestier so unique and with Nacara, our printer, to find relevant and innovation printing methods. Thanks to these partnerships, the new packaging is the combination of enhancement of our heritage (typography, unique red color, label shape, cuvee name) with a modern design approach and the use of innovative printing methods,” says Philippe.

The two main goals for the project were to bring authenticity of the brand and consistency across product lines. Philippe says, “The packaging is thus more crafted, reflecting the high-quality nature of the wines. We wanted a clear link between the two product ranges: same branding, same unique red color, and the same capsule.”

To reflect the authenticity of the wines and the pioneering spirit of Barton & Guestier, the design team chose Fasson Super White Opaque FSC and Fasson Martele Blanc FSC.

The Barton & Guestier Réserve Cabernet Sauvignon features Avery Dennison’s Fasson Super White Opaque FSC facestock. For finishing, the design team utilized embossing and satin tactile varnish, gold hot foil, and an anti-abrasive varnish.


The Barton & Guestier St. Emilion, Chablis, Sancerre, and Châteauneuf du Pape feature Avery Dennison’s Fasson Martele Blanc FSC facestock. For finishing, the team chose embossing and satin tactile varnish, embossing and debossing in the designs, gold hot foil, and an anti-abrasive varnish.

The finished project launched worldwide in March 2018. The two ranges are now available in more than 130 countries on five continents.

Printed by Nacara.