Helping a rosé brand stand out in a sea of pink.
Provence rosé is a growing category — and an increasingly crowded one. With more brands competing for attention, and many using the same visual and verbal cues, Après Provence needed a stronger reason to stand out than simply being another bottle of pale pink rosé.
The challenge was to find an idea distinctive enough to give the brand its own space, while creating a platform that could support future growth.
We helped Après Provence establish a new core proposition: Rosé without rules.
It gave the brand a much more distinctive point of view — moving away from the conventions of the category and creating a narrative built around enjoying rosé on your own terms.
From there, we developed the wider brand story and messaging around the proposition, creating a platform that could flex across audiences, occasions and markets without losing the central idea.
Understand the category. Find the space others aren't occupying. Build a proposition that gives the brand somewhere to go.
That thinking is now being carried through a wider brand rollout as Après Provence enters new markets and expands its portfolio. The proposition provides the foundation for how the brand communicates, how new products are positioned and how the portfolio fits together — giving Après Provence a distinctive idea it can keep building from as the business grows.
Not just a new line for the brand. A platform for where it goes next.