The classic French champagne brand Perrier-Jouët has launched a new addition to its non-vintage portfolio in the U.S. market, Nuit Blanche. The brand positioning and visual identity was developed by the London agency Coley Porter Bell.

The new subbrand, positioned as a luxurious night club drink, breaks the boundaries of the traditionally conservative champaign category with a bold design aimed at sophisticated younger consumers.

The bottle of Nuit Blanche is covered with a dark green shrink-wrap sleeve featuring a large hand-drawn anemone, the visual icon of Perrier-Jouët since 1902.

As Stephen Bell, executive creative director of CPB, comments on it, the design is “elegant but edgy” and “embodies all of the classic champagne and Perrier-Jouët values while clearly signaling that Nuit Blanche is new, young and different.”