ABOUT

Perrier Jouet came to us in 2011 to help them develop a new offering for the US market.
They had spotted an opportunity for an upscale sub brand for conspicuous consumption by young mixed groups in late night bar and club venues and wanted us to develop an offering that appealed to this niche whilst retaining the Perrier Jouet brand feel.
Working with the clients need state and consumer information we developed a range of potential concepts for the new offering. Consumer research led us to the strongest route with the core thought of ‘ignite the night’ which was used as the start point for both the design and naming.
The name had to balance obvious French-ness with understandability by our target audience and a need to nod towards the nighttime consumption occasion. Nuite Blache was the resulting name. This was married with a re-interpretation of the hand-drawn anemone flower, which has been part of the Perrier Jouët brand since being created by Belle-Epouqe artist Émile Gallé in 1902, which was redesigned with "fresh green, white and gold" outlines to create a more dynamic feel.

The brand was launched on Labor Day weekend at the Hamptons most exclusive club SL East to great acclaim.