A nice glass of wine for me feels as a moment of enjoyment. When I was asked to lead a branding session for the French rosé brand “La Nuit Tous les Chats sont Gris”, I was immediately fascinated. The wine comes from the selection “Terroirs de grande qualité” which is located at the gates of the Provence. The vineyard dates from 1929.

The need lay in clearly explaining the brand and creating consistent content for the Dutch and Belgian market. With the Brand Passport as a tool, ‘Chats Gris’ was guided in making brand choices: how they can distinguish themselves in their category from other rosé brands, which associations and brand personality fits the brand, what is their tone of voice, etc.

With the outcome of the Brand Passport a creative translation has been made into a matching look and feel for their content. The Brand Passport is now also used for matching ambassadors, influencers and for collaborations with the media. It provides the brand direction in making the right choices.

Thanks to Friends of the Brands for this great co-creation and the great collaboration. And thanks to ‘Chats Gris’ for your trust.