At first glance, there doesn’t appear to be anything exceptional about the Bila-Haut wine label. The type that creates the product name is kind of funky. The letter T at the end is a crucifix. Other than that, it’s just basic black on white, save a large, grey coat of arms in the background. Yet there is something very special about this label. Braille.
From the M. Chapoutier website, “Since 1996, all Maison M. CHAPOUTIER labels feature the wine informations written in braille. This is a tribute to Maurice Monier de la Sizeranne, the inventor of the first abridged version of braille…”.
This is more than a tribute. The use of braille on this label recognizes a minority community. It could have been more overt. They might have accented the raised dots in colour to draw visual attention to this practice for PR value. They didn’t. There is no mention of the braille on their package. Even the the explanation above is somewhat buried on their website.
With or without intention, this label expresses positive values. For M. Chapoutier, their core values are respect and boldness. Their labels demonstrate that. Many consumers appreciate brands whose principles align with their own. Respect is universal as a desirable trait.
Corporate values must be innate. You can’t fake them. You can’t just state them. They must be demonstrable. The benefits to a company’s bottom line are only achieved through authenticity.
Bila-Haut is a go-to wine for me. It isn’t just a feel good purchase. It is consistently good wine across their line. Strong company culture permeates all levels of an organization. Admiration for a brand enhances credibility for their products.
Does socially conscious action by a brand influence your purchasing decisions? Let me know in the comments below.
