Flair

Does the rich winemaking tradition of our terroirs still inspire the younger generations? It would appear that 80% of them find the world of wine too complex. Discouraged by cryptic labels, they buy their wine randomly.

Flair connects passionate winemakers with wine neophytes. This global design project helps young people to decipher the world of wine. It is organized around three key moments:

1 . Discussion with an experienced wine merchant;

2. Creation of a new 100% recyclable and returnable container;

3. Design of a fun, educational and olfactory label.

Flair brings a new, uninhibited, local and eco-sensitive approach to the world of wine.

"Marie’s project started with a surprising fact: the difficulty of choosing a bottle of wine, a feeling shared by most young people. Indeed, although there are only 3 colors of wine, there are more than 10,000 varieties of grapes and about 85,000 vineyards and wine-making techniques in France. The gustatory possibilities and aromatic nuances are endless. However, the judgment of the quality of a bottle is often based on an opaque bottle, a difficult to interpret label and a displayed price.

Surrounded by a network of experts in oenology and informed neophytes, Marie cleverly addresses several cultural taboos: can you taste a wine at a wine shop or in a supermarket before buying it? Can you buy samples of wine? Can you taste a food product based solely on its aroma?

This last question became a design challenge: the aroma of the wine would be used to taste it. Marie set up an olfactory bar in a wine shop and designed a vial with a label to be smelled, to invite young people to develop their Flair" explains the course leader at the Food Design Lab