\/\/\/\ WALDRUCHE DE MONTREMY | CHAMPAGNE BOTTLE | PACKAGING DESIGN
FL@33 was commissioned by members of the French family Waldruche De Montremy to develop a minimal, modern identity for a new champagne brand, including a family shield redesign, a champagne brand identity with packaging solutions and a champagne logo system.
\/\/\/\ CONCEPT GENERATION | CUVÉE NAME | ANNUAL PATTERN
Focusing on the women in the family tree, the champagne's cuvée is identified by a selected first name of a family member instead of merely stating the year of production. The changing cuvée name forms part of the champagne logo. Starting with “Cuvée Marie Annick”, the cuvée will be updated every year and going forward.
___ The visual identity system was created to encourage a playful treatment of various different patterns such as wallpapers that can be found in the Château du Montremy or maps of the property and surroundings .
___ For the launch of the identity we selected an original French “Toile de Jouy” as found in the Château and we also photographed others for future editions.
___ The Toile de Jouy pattern is an integral part of the visual identity and is shown on one side of the otherwise white paper bottle bag. It also features on a deluxe silk fabric gift wrap and on the champagne's online boutique.
FUROSHIKI BIN TSUTSUMI | \/\/\/\ CUVÉE BOTTLE BAG | CUSTOMISED TISSUE PAPER
It's true – Furoshiki Bin Tsutsumi sounds more Japanese than French – and that's because it is – an extremely sustainable Japanese bottle wrap folding technique using a square piece of printed sustainably sourced silk.
___ In the hope people will keep it, this silk fabric is not only an elegant gift wrap but when folded correctly, it is also creating a small handle at the top to carry the bottle. The printed silk is the \/\/\/\ luxury gift wrap in this range and is given to customers of at least one complete case of six bottles of champagne.
___ A sophisticated but slightly less expensive gift packaging is a customised paper bottle bag – enhanced with gold-foiled champagne logo and family shield and the red cuvée-exclusive pattern. There are currently three of these bags in each case of 6 bottles.
___ Still very elegant, an optional customised tissue paper is offered as standard gift wrap for each bottle of champagne. Printed in gold on white, it only features the family shield. This standard tissue gift wrap can be used across different cuvées.
THE YEAR THAT WAS NOT | \/\/\/\ PRESS
As with so many things around the world, this project too, was delayed by the pandemic. Design and production already started in 2018 but came to a grinding halt before the planned launch in 2020. It all finally came together at the end of 2021 and we now look forward to regular updates.
___ Related press is usually listed below on our website's project pages, but this time something rather unusual happened, so we break our own rule a little at this occasion...
___ The logo and the family shield were selected for inclusion into esteemed logo design books before the champagne was even launched. Namely the must-have publication Logo – The reference guide to symbols and logotypes (revised edition) and Modern Heraldry – Volume 2 with its subsequent review in Creative Review. Before the official launch of the champagne, this meant that we were not really allowed to mention the press or show the content on our website or social media channels. Very strange times indeed. Who would have thought in 2019 that the fairly slow wheels of book publishing would overtake us...
The pictures of the hot-foil die and the champagne bags being printed were kindly taken and provided by the stellar UK-based printers Pressision.
Categories: Campaigns, Customisation, FL@33 projects, Illustration, Logos | Identities, Print, Products, Typography
Sectors: Food | Beverage, Retail