Luxury Cognac brand Martell is introducing a stylish new contemporary design, creating a unique signature that will be instantly recognisable worldwide. The new visual style will pay a modern tribute to culture, tradition and craftsmanship, while reinforcing Martell’s heritage and premium credentials.

Fusing vivid blue and warm, textured gold, the new design will bring intensity and sophistication to the brand. Long vertical shapes and upward movements have been employed to convey elegance and dynamism while the elected shapes, textures, materials and architecture emulate Martell’s unique personality and values.

Launching in March 2010, the new and exclusive Martell Experience Boutique, in Hong Kong International Airport, will provide the first platform for the brand to introduce its new visual style with a unique sensory experience that reinforces the brand’s luxury credentials. The boutique will be a truly standout location in the airport with stylish wall units made from natural materials, and warm lighting to evoke an intimate, authentic atmosphere in which to display Martell’s range of cognac. The focal point will be the ‘Martell Discovery Table’, where consumers will experience the brand through videos and textured materials.

This new visual style will then be rolled out worldwide in both the domestic and Travel Retail markets, across all global BTL initiatives.

Anne Claire Rodary, marketing director, Martell & Co. comments, “The new style will create a distinctive, international signature for Martell, providing consumers with a unified, impressive visual experience of the brand. The new identity will stamp our mark as a contemporary, luxury Cognac brand, while ensuring we stay true to our heritage.”