Remy Martin redesigned by Interband

18 December 2008 | By Popsop Team

Remy Martin is well known for its VSOP (Very Special Old Pale) product line, a category leader responsible for 40 percent of worldwide Cognac volume.

The branding agency Interbrand used its leadership in the cognac category to establish Remy Martin’s product VS (Very Special) as a major player on three continents (North America, Africa, and Europe).

Visibility on retail displays and bar shelves was key.

remy_martin_interbrand_redesign

The designers increased VS’s impact with a new logo system that highlighted the Remy Martin brand name and the Champagne Cognac label of origin.

To capitalize on consumption trends and position the brand as a modern and refined cognac, they designed a premium package was that uses fire orange metallic color codes and a printed centaur silkscreen on the bottle.

A name that evoked top quality and uniqueness was recommended. The new name – Grand Cru – referenced the champagne cognac label of origin and reinforced the name with a monogram, “GC.” To make the beverage more in vogue, we promoted it for mixed drink consumption.

Interbrand team made design recommendations for VSOP as well. A newly designed bottle case had more appeal and a radiant feel. An elegant shimmering red color symbol, a sophisticated label, and a bottle structure with slender lines, evokes the selectivity, sensuality, and premium taste of the beverage.”

All new brand elements were carefully evaluated to identify any cultural issues and our marketing initiatives were tailored to local markets to respond to cultural differences. A common, yet differentiated denominator established a sound and strong brand environment on three continents.

Modern and sophisticated: we helped make Remy Martin a contemporary, luxury brand.

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