Le Jardin - Wine Bar
SERVICES
ART DIRECTION
BRANDING
YEAR
2026
INFO
Le Jardin is a new wine bar in Aix-en-Provence for people who love great wine and good music, and who don't want a lecture with either. The owners pour small-producer and natural wines with a jazz soundtrack, in a space that feels like the best part of a house party, the one that starts after midnight. They needed a brand with that same energy, so I led the full branding and art direction, including the logo, color palette, wine list and menu design, signage, and photography direction. Every touchpoint feels warm, lively, and unmistakably theirs.
PROBLEM
French wine branding often leans serious: heavy serif type, muted crests, and an air of exclusivity that can make guests feel they need to know the rules before they sit down. Le Jardin wanted the opposite. The owners were after an elevated but easygoing brand, one that appeals to locals, younger wine drinkers, and the travelers who fill Aix each summer, without falling back on the rustic-stone and chalkboard look common in the region. With no existing identity and a tight timeline before opening, the brand also had to be bold enough to be recognized instantly and flexible enough to grow.
SOLUTION
I began with a discovery session about how the owners wanted guests to feel: relaxed, curious, and a little delighted. The answer was a late-night gathering where the lights are low, the record is spinning, and everyone is having a good time. The logo captures that spirit through bold, hand-brushed lettering that feels spontaneous and personal, with a playful splash flourish that reads as both a sprouting leaf and a splash of wine. It works as a full wordmark or as a standalone icon for small spaces. The palette is deep forest green, charcoal, and burgundy, warmed with sand, antique gold, and a soft off-white, so the brand feels rich and moody without turning stuffy. For photography, I directed a candid, film-inspired look with warm light, flash, and hands in motion, clinking bottles and pouring glasses, so the brand shows a feeling rather than a formal wine list. The result is a flexible system that works across menus, signage, coasters, and Instagram, and gives Le Jardin a distinct place in a market full of similar-looking bars.
