When you think of rosé, you think of Whispering Angel.

That is the power of brand design: the ability to shape perceptions and define an entire category.

To celebrate the 20th anniversary of Whispering Angel, Design Bridge and Partners has created a limited-edition bottle, marking a rare two-decade creative partnership with founder, Sacha Lichine. Together, we’ve helped transform rosé from an overlooked category into a global luxury icon.

The anniversary bottle is inspired by the idea that has guided the brand from the very beginning: It Started with a Whisper.

The concept takes its name from the origin story behind Whispering Angel itself. While visiting a chapel at Château d’Esclans in Provence, Lichine noticed two angels appearing to whisper to one another. This image inspired the name of a wine that would go on to turn rosé into a global cultural phenomenon.

At the heart of the campaign are 20 bespoke illustrations celebrating stories, moments and milestones from Whispering Angel’s remarkable journey. From Provençal heritage and early advocacy to its influence across hospitality, fashion, sport and culture, each illustration captures a chapter in the rise of the world’s No. 1 Côtes de Provence rosé.

Crafted with delicate embossing and subtle gold detailing, the labels celebrate the storytelling at the heart of the brand while creating a sense of depth and collectability. On the 20th Vintage bottle, the iconic whispering angels take centre stage for the first time, accompanied by an elegant 20-year motif and Sacha Lichine’s signature.

Launched in 2006, Whispering Angel was built around a singular ambition: to elevate rosé to the level of world-class wine. Working alongside Design Bridge and Partners from the outset, Lichine set out to create what would become the rosé renaissance.

Twenty years later, Whispering Angel is sold in more than 100 countries and has become the world’s No. 1 Côtes de Provence rosé. Its recent acquisition by LVMH marks the latest chapter in a story that began with a simple idea and an ambitious vision.

For Design Bridge and Partners, the project demonstrates the power of long-term brand building. When design is treated as a strategic business asset rather than a finishing touch, it has the potential not just to build brands, but to shape categories.

“Right from the very beginning, we wanted to create a rosé that stood for quality, elegance and sheer drinking pleasure! Design Bridge and Partners has been instrumental in helping us build that vision over the last 20 years.”

— Sacha Lichine, founder of Whispering Angel

“Whispering Angel is proof that consistent, distinctive brand design, that is rooted in the most authentic storytelling and experience, can help create not just a successful product, but an entirely new category.”

— Emma Follett, Group Chief Creative Officer, Design Bridge and Partners

The campaign launched globally, followed by activations across key markets throughout 2026.