Rouleur branding and label design

For Rouleur Wine, we collaborated closely with founder Matt to create the brand, design wine labels, and art direct a photoshoot. Drawing from Matt's passion for cycling, we crafted the brand story around cycling archetypes like rouleurs, grimpeurs, puncheurs, and sprinteurs, which informed both the visual and verbal identity.

We developed a flexible label system to accommodate future wine releases while ensuring clear differentiation between ranges. For the launch campaign, we trekked to Ben Lomond, Tasmania, capturing breathtaking mountain scenery and cycling moments to reflect Matt's dual life as a winemaker and cyclist. The design and photos celebrate his love for vintage cycling, bringing the spirit of adventure and craftsmanship to the brand.