To kick off the 2015 holiday season Chandon has given its Blanc de Noirs sparkling wine a festive and ‘shareable’ new look. The bottle is wrapped in a shrink sleeve showcasing a series of playfully festive messages in a contemporary tone of voice to appeal to Chandon’s female millennial consumers. Wrapping seamlessly round the bottle and designed to invite and maximise the opportunities for sharing on social media platforms, these messages reflect the fun, spontaneous spirit of the brand and its 2015 festive communication platform, #BestieWishes.
The shrink sleeve enclosing the bottle is a pure, satin white, which provides a luxuriant canvas to showcase the messaging, which is drawn in a playful, hand written typeface created especially for the bottle and executed in subtly sparkling metallic ink. Elsewhere on the bottle, the Chandon logo, with its iconic shooting star, is woven whimsically into the layout of the messaging, while in a break from convention, the foil capsule around the neck of the bottle is kept deliberately naked, to give a clean and contemporary silhouette in keeping with the relaxed, informal nature of the brand.
Jon Davies, creative director of ButterflyCannon, the design agency behind the new seasonal packaging, comments: “We have worked closely with Chandon for a number of years now, and its festive gift-packs are always an enjoyable challenge. This year, the team has created a mischievous yet premium piece of design that communicates both the festive spirit of the holiday season and the ‘casual chic’ positioning of the brand in an instant.”
Katherine White, brand manager at Chandon, LVMH, adds: “After the success of last year’s holiday design, we were eager to partner with ButterflyCannon again to exceed our consumers’ expectations. This year’s holiday limited edition delivers on that goal, allowing Chandon to enhance our consumers experience of the brand through packaging.”
16 November 2015 - Felicity Murray The Drinks Report, editor
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