Les Jajalogues

Les Jajalogues is the new wine bar from the Caves Paul Riquet, a famous wine boutique located in Béziers. Located in the brand-new Halles Biltoki, Les Jajalogues is set up near the glass roof, right in the centre of the covered market, with a counter to welcome fine wine enthusiasts. Customers can enjoy wine at the bar or throughout the market, pairing their glass with platters of cheese, charcuterie, shellfish, and other specialties from neighboring stalls.

The logo’s custom-designed letterforms have a strong visual personality that complements the name. The playful curves create a warm and inviting look, while also echoing the shapes of wine glasses and bottles. The logo reinterprets design elements used throughout the history of wine labels, such as condensed spacing, bold weight, and an off-center axis. These details highlight the expertise of the winemakers featured by the wine bar and the years of experience of its oenologists, all while maintaining an approachable and friendly feel.

Jaja is a typeface inspired by the convivial and popular world of wine. It is part of a rich formal repertoire, combining the delicate curves of a bottle, the generous roundness of a glass, and the subtle motifs that recall the art of tasting in bistros and wine bars.

In French slang, the word ‘jaja’ is a colloquial name for wine. Its origins date back to the mid-19th century and probably come from the jargon of workers and the working classes. The word is derived from a sound distortion or childish simplification of the word ‘vin’ or ‘vinasse’, in a context where ordinary wine was often spoken of in an affectionate way. In working-class circles, colloquial or slang terms were often used to play down or soften the reality of living conditions, including the consumption of alcohol, often associated with moments of conviviality. ‘Jaja’ came to be used to refer to wine, with a light, joyful connotation.

In the identity, Jaja is supported by Jean-Luc.