Cognac house Martell which is this year celebrating its 300th anniversary, has redesigned its Martell Cordon Bleu cognac. London agency Nude Brand Creation was commissioned to create the new look.
Martell is the oldest of the great Cognac Houses and more than one hundred years ago it gave the world Martell Cordon Bleu. Nude was briefed to update the packaging with a design that reflects the luxury nature of the product, a fresh and elegant presentation for this iconic cognac. Nude would need to maintain the existing strengths of the current packaging including its simplicity, authenticity and consistency over time.
Partner at Nude, Mike Parsonson, says: “Working on Martell Cordon Bleu was like a careful restoration project. There is so much brand history to respect and retain.”
The Nude team has revived some of Martell Cordon Bleu’s history. The classic two-part label served as the inspiration for the redesign and has been re-introduced. It now incorporates the new Martell visual elements, the crest and swift, and the signature of Edouard Martell has been given prominent pride of place to honour Martell Cordon Bleu’s creator.
Every element has been carefully considered. Nude worked closely with a hand-lettering artist to ensure the typography evokes the rich and luxurious side of the prestigious cognac.
“We were inspired by the brand’s history and wanted to celebrate its ageless elegance,” says Parsonson. “What is more, the reference to the historic two-part label and its modern interpretation and unusual shape should provide genuine stand-out on shelf.”
The end result is a carefully crafted update of an iconic French brand, which respects its history and its place in the world as a luxury drink.
Along with Martell Cordon Bleu, Nude has also updated the packaging for Martell VSOP which both launch during the brand’s 300th year.
23 November 2015 - Felicity Murray The Drinks Report, editor
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