Product category:
Design services
News Release from: Research Studios
Edited by the Marketingservicestalk Editorial
Team on 08 August 2007
Research Studios adds bubble and chic to
Champagne
Neville Brody's Research Studios has created the new look for vintage Champagne brand Dom Perignon.
Neville Brody's Neville Brody's Research Studios has created the new look for vintage champagne brand Dom Perignon The design company, famous for its work with Kenzo perfume and its mould-breaking redesign of UK newspapers such as The Guardian and The Times, was commissioned in 2004 to assist Dom Perignon with its brand strategy and repositioning
This article was originally published on Marketingservicestalk on 12 Jul 2007 at 8.00am (UK)
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The brief was to give the brand more elegance, glamour and appeal whilst retaining the luxury cues for which it is well known.
A unique packaging format was developed for the brand which takes the form of a vertically opening matt black monolithic pack made from unique dyed from the block paper which required more than one year to develop.
Research Studios also created new colour codes to signify Dom Perignon vintages using the colours black, silver and metallic pink, whilst the original Dom Perignon logo and bottle shape remain untouched.
The consultancy is also developing a consistent system of brand language to help Dom Perignon create additional communications materials, such as window displays.
Working on the project at Research Studios' Paris office were Lionel Massias and Marion Laurens.
Neville Brody was responsible for overall art direction on the project.
Brody commented: "There is a perception of Dom Perignon as a slightly old-fashioned gentleman's champagne, or a Beverly Hills party drink.
"Also, its market is aging, so we have used some subtle levering to move it into a more modern space.
"Research Studios has overhauled Dom Perignon's packaging, including a shift from the traditional horizontal 'chest' packs to a vertical design that opens in the middle - this is to increase shelf stand-out among competitor brands.
"It has taken a year to get the finish of the packaging exactly right, with the right silver, weight and touch.
"Dom Perignon is such a pared-down brand, with very little story or myth, that it is all about the exact detail - if you get the detail wrong then the whole thing doesn't work".
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