French cognac house Martell has launched a redesign of its iconic Martell Cordon Bleu cognac, featuring a new look from London agency Nude Brand Creation.
The new design has been released to commemorate the brand’s 300th anniversary this year, with Nude briefed to update the packaging with a design that reflects the luxury nature of the product, besides maintaining the existing strengths of the current packaging including its simplicity, authenticity and consistency over time.
The Nude team has revived some of Martell Cordon Bleu’s heritage; the classic two-part label, whose storied past served as the inspiration for the redesign, has returned. 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.
Mike Parsonson, who is a partner at Nude, said: “Working on Martell Cordon Bleu was like a careful restoration project. There is so much brand history to respect and retain.
“We were inspired by the brand’s rich history and wanted to celebrate its ageless elegance. What is more, the reference to the historic two-part label and its modern interpretation and unusual shape should provide genuine stand-out on shelf.”
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