A new wine brand rooted in Belgian pride
Colruyt Group entered the wine business with its own Belgian domain. We developed the brand name and the complete brand identity for Lez-Envies from scratch.
A new wine brand
Lez-Envies
Colruyt Group planted its first vines on the rolling hills of Lez-Anvaing in Hainaut and set out to build a wine brand worthy of the terroir. The brief was clear: create an authentic Belgian wine label from scratch, one that references its Walloon roots without forcing it. Working in co-creation with the marketing and private label team at Colruyt Group, we developed the brand name and the complete brand experience.
Highlights
Brand name developed to reflect geographic origin and Walloon character
Visual system drawing from Surrealism and Art Nouveau to anchor authenticity
Full rollout across packaging, POS, print, and event materials
A name with a double meaning
The brand name Lez-Envies is a subtle nod to the location of the domain. 'Envies' translates directly to 'goesting': the joy of wanting something, of sharing something. It signals pleasure, invitation, and conviviality. The deliberate use of a French name reinforces the identity of the Walloon terroir. And the Z in the logo? More than a stylistic choice. It is a visual tribute to the distinctive voiced intervocalic s-sound in Walloon-Belgian speech. A small linguistic detail that quietly says a lot about where this wine comes from.
Belgian art as a visual foundation
The brand experience draws from Belgian Surrealism and Art Nouveau. Graphic forms echo the silhouettes of Magritte. Typography is expressive and handwritten, almost leaping off the label. Effervescent golden dots serve as a metaphor for joie de vivre. The colour palette pairs warm earthy tones with contrasting accents that structure and clarify. The logo consciously recalls the craft tradition of Art Nouveau, connecting the wine to a lineage of Belgian making.
Built for the shelf and beyond
The identity was designed to travel. From the wine labels themselves to brochures, roll-ups, beachflags, and point-of-sale materials, every touchpoint carries the same visual logic. The result is a coherent brand experience that works whether you encounter Lez-Envies in a supermarket aisle or at a tasting event.
