Designing Rumor Rosé: A Complete Visual System for Premium Wine
When Rumor Rosé approached me in 2024, they had impressive distribution across more than 20 countries—their organic Côtes de Provence rosé poured at iconic venues worldwide. But their marketing materials didn’t match their premium positioning.
Sales sheets felt disconnected. The presentation deck lacked sophistication. Social media had no consistent visual language. They needed a designer who could handle the complete visual ecosystem: bilingual sell sheets, a comprehensive brand deck, website redesign, social templates, and product photography.
This is how I built a cohesive visual system for a luxury wine brand scaling globally.
The Challenge: Multiple Formats, One Brand
Rumor needed materials for radically different contexts. Sales teams needed print-ready sell sheets for distributor meetings and web-optimized versions for email campaigns. Executives needed a sophisticated presentation deck for investor conversations. Marketing needed social media templates. And their website needed a complete redesign.
Each format had different technical requirements—print demands CMYK color profiles and higher resolution, web needs RGB optimization and appropriate file sizes, presentations require impactful layouts at various screen sizes, and social media needs mobile-first thinking. But despite these technical differences, everything needed to feel like the same brand.
Most brands solve this by hiring different specialists for each format. The problem? Visual fragmentation. Rumor needed one designer handling the complete visual ecosystem, ensuring consistency across every touchpoint.
Establishing Visual Foundations
Before designing individual assets, I established Rumor’s core design language—the visual DNA informing every subsequent decision.
I defined typography systems that work in both French and English, balancing elegant display fonts for headlines with readable typefaces for technical wine information. I documented color usage principles ensuring the pale rosé appears authentic across photography while maintaining brand sophistication. I created layout principles with generous white space—the refined simplicity premium wine brands require.
These foundational decisions weren’t a rigid rulebook. They were design principles enabling consistency while allowing creative flexibility across different formats and applications.
Bilingual Sales Materials
I designed four sell sheet variations: English print, English web, French print, and French web. Each needed identical information architecture but different technical optimization.
Wine sell sheets communicate complex information: appellation details, grape varieties, winemaker credentials, tasting notes, technical specifications, food pairings, and pricing. All while maintaining sophisticated visual presentation that doesn’t feel cluttered.
I organized content using clear hierarchy: hero section with product photography, strategic sections for vineyard details and winemaking approach, accessible technical specifications, and inspiring pairing recommendations. The bilingual aspect required more than translation—French and English have different linguistic rhythms, and wine terminology carries specific cultural connotations.
The result: professional sales materials positioning Rumor alongside established premium Provence rosés, working equally well in distributor portfolios, trade shows, email campaigns, and retail presentations.
The 40+ Page Brand Deck
The presentation deck needed to work for multiple audiences: investors, distributors, trade media, and internal teams. I structured it to tell Rumor’s complete story: founder Barry Bayat’s vision, Provence terroir and winemaking tradition, winemaker Pierre Guérin’s 30+ years of expertise, the product’s seasonal flavor evolution, global distribution across 20+ countries, press recognition, and team structure.
I created versions in both English and French with cultural adaptation beyond simple translation. The French version emphasizes Provence heritage—aspects French audiences expect. The English version leads with founder story and global reach—resonating with international stakeholders.
The deck’s design language—refined layouts, sophisticated typography, strategic white space—reinforces Rumor’s positioning at every page. This isn’t a generic template; it’s a carefully crafted brand document working as hard as the sales team using it.
Digital Presence: Website and Social
I designed Rumor’s complete website experience in Figma—desktop and mobile, every page and interaction. The desktop features full-screen product photography establishing premium positioning, elegant typography with smooth animations, clear navigation, and strategic content sections. The mobile experience offers touch-optimized interfaces, responsive imagery adapting to vertical formats, and performance priorities for fast loading.
While the project remained at the design stage, the comprehensive Figma files provide a complete development roadmap with every screen, interaction, and responsive breakpoint specified.
For social media, I developed Instagram Story templates maintaining Rumor’s aesthetic across diverse content: product highlights, seasonal messaging, venue features, press quotes, and behind-the-scenes moments. These templates empower the marketing team to create on-brand content quickly without needing design expertise.
Product Photography with Chronos Studio
For product photography, I applied Chronos Studio‘s AI-enhanced workflow—combining professional photography expertise with proprietary AI technology.
I created imagery with Provence-inspired settings and natural lighting, multiple background options for versatile usage, lifestyle and product-focused compositions, and critical color accuracy where the pale rosé needs to appear authentic rather than artificially enhanced.
These unpublished images demonstrate visual direction that could elevate Rumor’s photography across all channels—maintaining studio quality while offering creative flexibility traditional photography can’t match.
The Value of Visual Systems
The real value isn’t the individual deliverables—it’s how everything works together.
Because I established consistent design principles before creating assets, every piece feels connected. The sell sheets align with the presentation deck. The website shares visual DNA with social templates. The photography treatment matches print materials. Nothing feels like it came from different designers or brand evolution phases.
This systematic approach delivers measurable benefits. Rumor’s team can create new materials confident they’ll maintain brand consistency. Future designers can reference established principles rather than reinventing aesthetics. The brand feels cohesive whether encountered through a distributor meeting, Instagram post, or website visit.
For premium wine brands, this consistency is critical. Sophisticated positioning isn’t just about product quality—it’s about every touchpoint reinforcing that perception. Inconsistent materials undermine premium pricing. Cohesive systems support it.
Key Lessons for Premium Wine Branding
This project reinforced several principles I apply across luxury beverage brands:
Visual consistency multiplies impact. Established design principles ensure every new material reinforces rather than dilutes brand identity. Individual assets created without underlying principles eventually create visual fragmentation.
Bilingual capabilities multiply reach. Wine and spirits are global categories. Brands distributed internationally need materials that feel native in multiple languages, not merely translated.
Every format has different requirements, but the brand should feel consistent anyway. Print, web, presentations, and social all demand different technical approaches. Strong design principles adapt to format requirements while maintaining visual coherence.
Premium brands need sophisticated restraint. Generous white space and refined simplicity with strong underlying structure signal quality and attention to detail far more than decorative complexity.
Photography treatment shapes brand perception. Wine relies on product photography more than most categories. Consistent lighting, color accuracy, and styling choices are fundamental to maintaining premium positioning.
Looking Forward
The visual system created for Rumor Rosé provides foundation for continued evolution. The sell sheets support their global sales team. The presentation deck enables stakeholder conversations. The website designs await development. The social templates empower daily content creation.
More importantly, the established design principles ensure that as Rumor grows—launching new products, entering new markets, working with new team members—the brand maintains sophisticated visual consistency.
For other wine and spirits brands facing similar challenges, the lesson is clear: think comprehensively about how materials work together rather than treating each format as an isolated project. Establish design principles that enable consistency as brands scale.
Premium positioning requires premium presentation across every touchpoint. But that presentation needs underlying structure—visual systems ensuring consistency as brands evolve.
Want to See the Complete Project?
View the full Rumor Rosé case study in my portfolio to see the bilingual sell sheets, presentation deck, website designs, and complete visual system.
Working on a wine or spirits brand that needs comprehensive design? Get in touch to discuss how a cohesive visual system could elevate your materials.