Strategic support for the terroir

Joyeuse Provence, founded by Estelle Camous, supports producers, estates, local brands and tourism operators in defining their identity and highlighting their uniqueness. Its approach is based on two pillars: brand strategy and sensory analysis. It helps companies adjust their positioning, structure their messages and build an image consistent with their history, values and products.
Ten years' experience working alongside winemakers, cooperatives, wineries and craftsmen has enabled us to develop an understanding of how agricultural brands work: their culture, their cycles, their challenges, their products and their expression to the public.
This cross-disciplinary approach brings together sense, taste and experience, and enables us to provide tailor-made support.

To enable each structure to express its uniqueness, making it clear, coherent and desirable.
- Brand audit and analysis of existing discourse
- Definition of positioning, identity and raison d'être
- Structuring messages, stories and sensory language
- Consistency between product, place, image, experience and audience
- Expression strategy: narrative direction, tone, choice of media

To translate the typicality of a product and the emotion of a terroir into words, experiences and understanding.
- Organoleptic characterization of oils, wines and local products
- Writing tasting notes and technical content
- Promoting products, appellations and know-how
- Welcoming and mediating professional and international delegations

To embody an identity and create an experience around a product or a place.
- Design of tasting workshops and sensory experiences
- White-label services: special requests, seminars, private events
- Representation of a domain or brand at trade shows and meetings