Domaine du Roi is a boutique private wine label established in the prestigious region of Gevrey-Chambertin in France. This tourist and wine-producing village, located along the road of the vintage wines, enjoys a prestigious reputation worldwide thanks to its vintage Burgundian wines, the most famous of which is called Chambertin.  Gevrey-Chambertin was the first village in Burgundy to relate its name to its most prestigious terroir’s.

As the brand ventures into the heart of Beverly Hills, xeverfree, as a creative director, was tasked with the overall brand presences from corporate VI to the wine label and essences design. Besides setting the visual identity for the brand, he was also responsible for the overall concept of the affiliated private club “Le Salon” situated in the heart of 90210.

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We started the identity of Domaine du Roi with a solid understanding of its background story, the history of the prestigious locations as well as the process that goes into every bottle of the wine. We searched for the lost essence of the culture and applied with a modern vibe that fits the brand's younger yet sophisticated clients that live in the city of Beverly Hills.

Situated in the heart of Gevrey-Chambertin, 15 Rue de Paris has quietly making one of the best wines in the region since 1954 and with each passing generation, the family has been careful to update its facilities with regular renovations of their winery. They were also one of the first to join the local Center for Agricultural Technical Studies, and advocates a constant exchange of knowledge and resources with neighboring colleagues.

Today, the winery, Winery Office, and Wine Caves spread over 8000 square foot with a separate house that is about 2600 Square foot. This is the winery that Domaine du Roi is based upon and together with the brand, we also did the overall design proposal for the winery itself as well.

Together with 15 Rue de Paris, we incorporated the core message of the brand and merge the essence of Le Salon - A private club in the heart of Beverly Hills, California. We crafted the proposal that eventually led to 1 million dollar investment into the brand and we also develop the concept for the overall venues to ensure all brand messages are consisten through out.

Le Salon strives in giving its clientele the utmost luxurious experience to immerse and overload all of their senses to create an atmosphere that will remain a prime topic of conversation for many years to come.

The purpose is to restore the bustling and vibrant excitement from the formal glory days. Le salon brings back the old world-class and elegance that has since faded in recent times, giving Beverly Hills residents, along with world-class clients an unrestrained and upscale environment the city deserves.

Client: Zoloto Beverly Hills

Role: Creative Director