Why is design a key asset for wine brands?

This July, the French economic media outlet L’Express takes us to Provence for a guided tour of the most beautiful wine cellars in the region. Among these exceptional places is Domaine Minuty, whose overall design was created by Saguez & Partners in collaboration with our subsidiary, Agence-S. Discover why design is not just a “plus,” but a true strategic tool for any wine brand aiming for lasting success.

Minuty, a Manufacturing Spirit

On the Saint-Tropez peninsula, far from the bling-bling, Château Minuty is a family estate passed down through three generations of the Matton-Farnet family. Here, wine is crafted with passion, combining tradition and innovation on a unique terroir between land and sea. To better welcome visitors and showcase their expertise, Minuty has redesigned the overall global design, including:

Brand strategy
Visual identity
Packaging for the three labels (Or, Prestige, M)
Environmental design within the vineyard
Architectural and interior design of the work and reception spaces (covering 1,100 m²).

Design architectural du chai du Château Minuty en Provence, signé Saguez & Partners

Expertise to Be Shared

In a rapidly evolving wine sector, only those estates able to make themselves visible, understandable, and desirable can establish lasting success. Today, a winemaker is also a brand. Differentiation is no longer based solely on product quality. It also requires:

asserting their uniqueness,
creating a coherent brand experience,
and telling an authentic story: that of a place, a commitment, a craft.

"The world of wine is a dense culture, often difficult to decipher: terroirs, single grape varieties, grand crus, AOP and IGP labels… So many terms that sometimes give wine a more intellectual than emotional dimension. Yet wine holds a unique power: it can touch the imagination. It can tell a story of emotion, memory, a journey, a landscape."
Simon Rodriguez, co-founder of Agence-S

La porte du chai, fabriquée en acier laminé à chaud, est conçue comme un moucharabieh reprenant la forme emblématique de la bouteille de rosé Minuty.

616 bouteilles exposées dans la Vinothèque racontent l’histoire du vignoble.

What Is Global Design?

At Saguez & Partners, global design rests on two pillars: branding and brand places. Our goal is to make a brand impactful wherever it expresses itself. Cultivating a brand culture means cultivating a culture of difference, to avoid clichés and reveal a strong, authentic, and coherent identity.

Espace de réception du Château Minuty, designé par Saguez & Partners

Design & Wine: A Strategic Choice

For wine estates, investing in global design is not a luxury or a trend, but a concrete growth lever:

Create a memorable brand
Differentiate from the competition
Attract a new generation of consumers sensitive to aesthetics, storytelling, and hospitality
Enhance the terroir and the estate’s identity
Strengthen presence in professional circuits: wine tourism, export, distribution, etc.

With our subsidiary Agence-S, we have been supporting wine estates for several years in rethinking their brand and their space. Among our clients: Calmel & Joseph, Domaine Lombard, Famille Fabre, Château Virant, Château Malherbe… See all references.

👉 Read the full article on L’Express (in French): Guided Tour of Provence’s Most Beautiful Wine Cellars

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