Blue Nun first introduced in 1923, with a 1921 antique. Its authentic packaging was once groundbreaking on the time. Its extra direct, consumer-facing design stood in direct distinction to the longstanding decadent, Gothic-scripted cues of maximum German wines, whose comms hinted at historical past however made no effort to hook up with the existing.
Due to this revolution in branding, Blue Nun turned into a global favorite: a pleasant, reasonably priced wine with mass attraction.
To rejoice the logo’s one hundredth birthday, Pentagram has reimagined the wine’s well-known approachability and playfulness for a brand new era. Consistent with Paula Scher, who led inventive at the mission, the design is: “saucy, stunning, and humorous abruptly”.
Blue Nun’s authentic label symbol depicted 18th-century nuns selecting grapes in a winery. However for the anniversary, the Pentagram sought after to seize the vigorous, indulgent spirit of the Roaring 1920s decade that birthed the logo.
The result’s a surprising and efficient complete makeover for Blue Nun’s iconic nun.
The brand new label includes a saucy, glamorous portrait of a blushing nun impressed through the French Twentieth-century dressmaker and Artwork Deco artist Erté, who continuously celebrated the gorgeous, daring girls of the Twenties in his artwork.
Scher defined that she and her workforce have been deeply invested in connecting the brand new Blue Nun glance again to the Twenties, so there was once a large number of analysis into graphics and illustrations on the time, and Erté’s paintings stood out above the remaining. Scher advised Inventive Increase: “Erté was once a herbal selection. He drew stunning and sublime idolized girls, and we would have liked an attractive nun.”
Erté’s affect at the new Blue Nun mascot is obvious, however Scher additionally introduced her personal sensibility to the design. Movement provides a contemporary new layer that brings the Twenties inspiration instantly into the twenty first century. In truth, it looks as if Scher and her workforce’s design intuited the hot “doe eyes vs siren eyes” TikTok pattern.
When the nun makes flirty eye touch with audience of the logo’s internet and social platforms, the whole cheekiness of Pentagram’s imaginative and prescient for the logo involves mild.
For a extra subtle glance, Scher and her workforce opted to ditch Blue Nun’s dated chunky sort for a skinny, hand-drawn font. Scher advised Inventive Increase: “We drew the font, nevertheless it was once styled in a way derived from ’20s typography, even though thinner than the fonts of the time. The design of the imagery and typography was once truly recent however with a nod to the ’20s.”
An increased color palette and set of gradients carry the entire thing in combination. Scher and workforce complemented Blue Nun’s historic light blue with a richer, extra refined tone that borders on indigo. Then, a variety of background gradient hues was once created to carry issues of distinction to every of Blue Nun’s distinct wines.
The brand new Blue Nun id and packaging are the entirety wine drinkers need: Saucy but refined, wealthy however out there, and trendy with out being stuffy. However Scher summed its attraction up perfect: “It is excellent time wine!”