MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
As part of its 300th anniversary Martell is re-designing its iconic Cordon Bleu cognac.
The new design reflects the luxury nature of the product, besides maintaining the existing strengths of the current packaging including its simplicity, authenticity and consistency over time.
London agency Nude Brand Creation has used inspirations from past elements to re-create a traditional appeal.
The new Martell visual elements have been incorporated including the crest and swift. The signature of Edouard Martell is given a prominent position 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.
What is interesting about this new bottle of cognac is the age statement. Traditionally, Martell Cordon Bleu was a proprietary blend rather secret with a certain quantities of Borderies into it, which is sais to explain it lightness and smooth appeal. Now this product is described as ‘Extra Old Cognac’ which is the long description of XO. Hence, this must be an XO!
Source: FOODBEV MEDIA