In 2005 : A new identity

Laroche wanted to federate his different areas of activity from around the world and offer a helping hand to the increasingly-confused wine buying public. Michel therefore joined forces with Paris-based designer Olivier Desdoigts, whose strong brand expertise in all areas, other than wine, brought a refreshing and untainted perspective to the project.

Laroche and Desdoigts set about developing a stronger branded image that would encapsulate the company’s salient values. Desdoigts wanted to illustrate the duality that is omnipresent throughout Laroche’s activities extending from, “the roots (of the company, of the vineyards and of Michel himself) that are healthily juxtaposed with a very modern, pioneering vision.”

On visiting Domaine Laroche for the first time, Desdoigts was struck by the winemaker’s respect of nature and the use of vine leaves and soil samples in the tasting rooms.

This polysensuality lead him instinctively to the three senses that are key to winemaking and wine appreciation : sight, smell and taste. These three senses, enclosed in the central letter of the LAROCHE name, are the linchpin to the brand.

The conscious decision to base the new identity around the LAROCHE name, rather than focusing all communication on one man, pays homage to the work of his young, dynamic and passionate team. As Laroche continues to invest, the work of his team has become increasingly important as it is they who adapt his uncompromising vision of winemaking throughout the world.

Whilst the domaines retain their individual identity, the new LAROCHE logo will be clearly visible on all bottles, thus federating Laroche’s various activities and opening the door for future investments.