ABOUT
Background
Whilst most Cognac brands speak about their shared provenance and heritage, Courvoisier is unique as the brand was conceived in Paris during a time of unparalleled artistic freedom and extravagance. Toasted under the Eiffel Tower on the opening night in 1889, it has an extraordinary link to the city.
The brief
To unlock the brand’s rich Parisian story and give Courvoisier a distinctive new look and feel bringing charisma and cohesion to a previously lacklustre portfolio.
The creative idea
The architecture and artistry of the Parisian Golden Age were the inspiration. The aesthetic of the era, typified by treasures such as the Grand Palais and the Eiffel Tower, embodied our design idea of ‘epic stature’ – the balance of strength and elegance that give Courvoisier its distinctive visual character. The new brand mark echoes the shape that revellers saw when toasting and looking up from underneath the Eiffel Tower on the inaugural night, while the intricate patterns relate to the differing designs of the Tower’s levels. We then worked to establish a change of pace across the range from VS to VSOP and XO. For instance, the new signature pattern becomes more intricate as the age of the Cognac increases.
Impact
“The brand transformation celebrates Courvoisier’s unique Parisian heritage and luxury credentials in an innovative, modern way and represents a step-change in our plans to grow Courvoisier’s market share globally. We are already delivering a strong performance across many key markets and expect the new campaign to accelerate this growth.” Francois Bazini, VP International Marketing, Beam Suntory
MADEIT CREDITS
-
Beam SuntoryClient
-
Jones Knowles Ritchie -
Katie EwerStrategy Director -
Andrew GillAccount Manager -
Giles HeselwoodSenior Artworker -
Jonathan GibbsAccount Director -
James Snookdesigner -
Sean ThomasCreative Director
Back to Courvoisier: The Toast of Paris project
Piotr Mirosz
3D Artist - animation and product visualization, PM87
Czech Republic
Jhonny Muncher
CEO, mickie doonalds
Uzbekistan
Igor Grid
Design Director
Russia
Dane Beasley
Creative Artworker, Hogarth WW
United Kingdom
Heather Deacon
Creative Solutions Connector
United Kingdom
Andrii Chernenko
Creative Team, 306 Creative Communication Agency
Ukraine
Adrijana Anić Rajačić
Graphic designer/Retoucher, Diadema d.o.o.
Croatia (Hrvatska)
Ian Ritchie
Executive Creative Director, Jones Knowles Ritchie
United Kingdom
Thamsanqa Nigel
Art Director, Insignia Advertising
South Africa
Andre Van Dyk
Creative Director, Global Vision International
South Africa