With 'Moi, Je M'en Fou' Wine packaging, you certainly don't get the impression that this drink is intended for wealthy and terribly sophisticated individuals; the purpose of this informal and even playful branding strategy was to appeal to a consumer base of younger vino lovers.
The BrandHouse's design assistance was enlisted by G. Karamtiros of the Domaine Messenicolas winery. The studio was to come up with a fresh and youthful image for the bottles that hold light varieties of the grape-derived drinks. Caricature-like cartoons were created to give 'Moi, Je M'en Fou' Wine packaging a face and personality. The quirky characters enjoying the libation are an earringed man, a guy with an poofy coif and a dolled-up girl with a flower in her hair.