In February 2008, InterLoire, the inter-branch organisation for Loire Wines, unveiled its new identity with a name, “Vins de Loire", and a brand identity inspired by its home territory, the Loire.
Following the merger of InterLoire and CIVN (the
Interprofessional Committee for Nantes Wines), a strategic rethink
has been underway to
develop the brand awareness and qualitative perception of Loire
Wines in order to achieve Grande Région Viticole (
Great Wine-Producing Region) status. It became clear that a
common communications policy was needed for all Loire Wines
(from Nantes to Blois).
A quest for identity thus began for a wine-producing region
characterised by a variety of
terroirs, appellations and grape varieties: what they share
is the Loire.
The new strapline, “
Les Vins qui ont un fleuve pour terroir” (“
Wines which have a river for a
terroir”), is therefore a real declaration of
identity.
The posters, which constitute one of the elements of the media
plan, draw on the exceptional quality of the Loire landscapes, some
of which have had international recognition since the Loire Valley
achieved UNESCO World Heritage status in 2000 under the cultural
landscapes category.
Click on the posters to enlarge
them:
Information:
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