Queer Britain, a charity working to establish the U.K.’s first national LGBTQ+ museum, has teamed up with London agency M&C Saatchi to launch Madame F, a wine brand inspired by and created for the LGBTQ+ community.
M&C Saatchi worked closely with Queer Britain to develop the brand identity, logo, packaging and retail partnership strategy for the range of wines, which comprises three variants: a "lively white," "smooth red" and "fruity rosé." The wines can purchased in the U.K.. on Amazon.
The brand identity is designed to be playful and inclusive, with its bright green "Susy the Frog" logo by illustrator Justin Kemp inspired by the creativity of the community. M&C Saatchi has also developed a marketing push to support the launch of Madame F with activity running across social channels. Screenwriter, director, producer and LGBTQ+ rights activist Dustin Lance Black is among the influencers who will be supporting it.
As part of the launch, Queer Britain has announced the Madame F Award inviting artists to share illustrations, paintings or drawings that celebrate the theme of Queer Creativity. Three winners will receive a cash prize, with their artwork featuring on official Queer Britain merchandise, supporting the creation of the LGBTQ+ museum.
"I’m so proud of our ongoing relationship with Queer Britain. Their incredible vision to create an LGBTQ+ museum will fill an important gap in the country’s commemoration and celebration of queer culture," said Ben Golik, chief creative officer, M&C Saatchi, in a statement: “This launch not only supports this noble goal, but also creates a platform for queer artists to be seen, and be paid, for their creativity.”