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Château de Pommard given new brand position

Appartement 103 has reinvented the brand positioning of Château de Pommard, developing a communication platform through the bottle, label, box as well as digital channels.

Appartement 103's creative director Julien Zylbermann says: “When we first met Michael Baum, we immediately understood that Château de Pommard had everything in its roots to become a top luxury brand. It has an incredible heritage and savoir-faire, producing some of the most exquisite wines in the world. Our role was to reveal this hidden diamond in a contemporary manner, targeting a younger generation of wine consumers searching for engaging relationships with modern and trustworthy brands. Working closely with Château de Pommard’s team, this immersive collaboration flourished into an inspiring brand philosophy, aiming to shake Burgundy traditions and truly connect with the target audience’s mindset.”

The starting point of the design process was the development of the bottle shape imagined by Michael Baum. He sought a bottle shape with delicate contours in order to convey the character of the brand. After trials and design approaches along with Château de Pommard’s team and its glass supplier, Appartement 103 was able to bring what it claims to be the first bottle in the world without a neck ring to life, achieving the intended shape from bottom to top.

The primary and secondary packaging presentations also embodied the new Château de Pommard’s positioning “Fall in love with Life”. It claims to stand for unpretentious design, full of elegance, refinement and poetry, a common trait found in the whole portfolio. The brief was to supply a modern approach that challenged Burgundy wines tradition, in order to be set apart from its competition, however, still respecting the brand’s roots and category codes.

Creative director Marc Savary says: “It was inspiring to work, hand in hand, with a client that is as obsessed about details as we are! From the development of a stunning bottle, a unique and ownable brand foil colour, the selection of materials that would express the highest quality, to the use of the most selective printing techniques, every single detail was carefully looked into to create these stunning packaging designs.

"Above all, the success of this project lied in the dynamic and passionate partnership we built with Michael and his team. 'Fall in Love with life' is not only the new brand mantra of Château de Pommard, it is a life philosophy guiding attitudes and initiatives to building an incredible story.”

Michael Baum, prorietaire and CEO of Château de Pommard says: "Consumers today want to connect with brands that have passion and purpose. Our vision at Château de Pommard is to resonate with a new generation of wine lovers who seek a harmonious connection with nature and want to engage with wine on a deeper level through educational and enjoyable experiences. Our modern, elegant brand respects tradition but also looks forward to the future. Appartement 103 have helped us realise the perfect embodiment of our ambitions. Julien and Marc have been, and continue to be, our creative partners and the visionaries we need to bring our dreams in Burgundy to life.”

23 November 2017 - Sam Coyne The Drinks Report, news editor