Otium
Otium is a personal diploma project focused on the creation of a new natural wine range linked to the Julien Meyer estate in Alsace. Designed as a transitional brand for the generational handover of the estate, Otium embodies a philosophy of balance between present enjoyment and long-term responsibility, expressed through a complete visual identity, packaging system, and digital presence.
Brand Desing
Sep 28, 2024
The project is rooted in a strong strategic and cultural concept. The name Otium, borrowed from Latin, reflects a way of life that values the present without compromising the future—an idea aligned with biodynamic viticulture and sustainable practices. The brand targets environmentally conscious wine consumers aged 25–54, seeking authenticity, quality, and meaning in their purchases.
A full brand ecosystem was developed, including market analysis, positioning, visual identity, bottle labels, social media guidelines, and web design. The logo is minimal and symbolic, with the letter “O” transformed into a crescent shape referencing the moon, a key element in biodynamic agriculture. This form remains open to interpretation, evoking a grape, a glass of wine, or a gaze, reinforcing the brand’s poetic dimension.
The visual system combines vibrant organic colors with earthy tones to express energy, nature, and craftsmanship. Labels follow a consistent grid while allowing expressive imagery, ensuring coherence across the range while highlighting each cuvée’s personality. The digital experience extends this identity through a website and e-commerce interface designed to tell the story of the estate, showcase the wines, and support online sales.
Overall, Otium positions itself as a modern, independent, and responsible wine brand, bridging heritage and innovation while offering a coherent and meaningful brand experience across physical and digital touchpoints.
