When Chateau des Charmes, a winery located in Niagara-On-The-Lake, Ont. wanted to make its look more current, it called on the services of Toronto’s Fish Out of Water Design. “With all the new wineries that have come out, we were starting to feel like we were forgotten,” says Michele Bosc, director of marketing at Chateau de Charmes, a 31-year-old winery. “So we wanted to say that we’re still around.”


Changing its very traditional look at Chateau des Charmes meant streamlining the logo and moving the chateau which had been front and center on the old label, into the landscape. “The old label was a very traditional wine label. It was black and made use of a lot of gold foil,” says Charlene Codner, vice president of creative services at Fish Out of Water. “The chateau was featured but it was done in a very architectural way. What we have done is soften the illustration, make it more contemporary and also more inviting and friendly.”

The redesign has also made Chateau de Charmes’ packaging more environmentally friendly, moving from foil to FSC certified labels. “The new labels are printed on a fine linen stock,” says Codner. “It is a balance between colours of charcoal grey and cream. Many people would have gone with white but cream gives it a level of sophistication.” They have also juxtaposed the serif logo font with a sans serif typeface for the text in the campaign. Contact: Chateaudescharmes.com, Fishoutofwaterdesign.com