Our main challenge for this project was to create an identity that would be true to the brand and that would embody all the brand attributes. LESS being an eco-friendly wine, we had to find solutions to create a sustainable brand, reducing ink usage and packaging whilst offering a memorable customer experience.

LESS is the story of a wine lover who wanted to make good wine affordable for all. His idea was simple: remove the superfluous and keep the essential. By selling his wine in bulk, our client aimed to reinvent the customer experience, inviting shoppers to fill their LESS bottles directly from wooden casks at his shop.

We created a minimalist identity to support the client’s goals. Although it is simple, it quietly communicates the brand’s desire to provide only what is necessary. The mark exists in the negative space. It is either sandblasted on bottles or cut out on recycled paper, meaning it only appears by removing material. The packaging experience becomes bespoke with the purchase of the Unique Drop gift bottle, whose label is customized by a drop of the wine it contains.

We extended the LESS experience to other applications finding ways to cut ink by stencil spraying wine whenever possible.

The identity we developed gave our client the opportunity to carry out his project.

LESS’s innovations mean wine that would normally retail for 15 euros can now be sold for 5.

And that’s what LESS is all about: a luxurious wine made affordable by changing the rules of the game and challenging the standards of the wine industry.

After a couple months, the LESS community counted 153 people. And it is still be growing.