Less is the story of a wine lover who wanted to make good wine affordable for all. His idea was simple: remove the superfluous and keep the essential. By selling his wine in bulk, our client aimed to reinvent the customer experience, inviting shoppers to fill their bottles directly from wooden casks at his shop.

This way is how Landor introduces the magnificent branding project that was created for Less — a minimalist identity that reflects the brand's goals, whilst communicating only what is necessary, removing the superfluous and going beyond aesthetics.

Following this discourse, the identity appears only by removing material, either sandblasted on bottles or cut out on recycled paper, showing four slightly modified stripes to form the word Less. The packaging also becomes bespoke with the label customized by a drop of the wine it contains.

I also suggest watching the superb video brand presentation, because for this project, D&AD Awards honored Landor’s work by featuring it in their Branding book of 2014.