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Maison Sichel rebrands

Published:  13 March, 2012

French wine producer and négociant, Maison Sichel, has rebranded in order to to emphasise its 130 year family heritage.

The Bordeaux-based company has introduced a heraldic-inspired logo which aims to communicate that Maison Sichel is still owned by the Sichel family.

Alan, Charles, James, Benjamin and David Sichel jointly run the company, set up by their English great, great grandfather in 1883, on the Bordeaux quayside, Quai de Bacalan, where it still operates from today.

The British and German origins of the company are reflected in the coat-of-arms, whose central element is the heraldic shield, English in origin.

The strength and symetry of the new logo aims to convey stability and balance and the motto 'Fides Consilium et Constantia' (confidence, determination and perseverence) - values that the Sichel family and the company are founded on.

Export director, Charles Sichel, says:  "We really wanted to emphasise our strength and continuity and the fact that Sichel is a family-owned company, run, hands-on, by five brothers.

"The new branding with its heraldry and our new colours, red and gold - red for family ties, gold for Sichel as a sure bet in the world of wine - is confident and yes, conveys tradtional values.

"In today's uncertain economic world and with our 100-odd years of experience, that is exactly what we want to convey.

"Of course we are far from being a 'traditional' company, having always innovated -this is how we have grown over time and inceased our markets.

"We have exciting new things in the pipeline for 2012 and beyond."