Martell Visual identity and packaging design
| Fact |
Value |
| Contact |
Paris |
| Client |
Pernod Ricard
Martell |
| Project |
Visual identity and packaging design |
| Industry |
Consumer Goods |
| Timeline |
13 Months
Jan 04 - Feb 05 |
| Services |
Brand Identity
Brand Guidelines
Interactive Design
Brand Audit (including VISEQS)
|
| Team size |
5 The Brand Union
4 Client |
Martell is one of the world's top 3 cognac brands together with Hennessy and Rémy Martin.
When Pernod Ricard acquired Martell from Seagram in 2002, brand identity lacked worldwide coherence. For a luxury brand and a strategic group brand this was unacceptable. A unique brand territory aligning the 3 top markets with their different types of consumption was required (US, ASIA, EU).
We carried out a full brand expression audit. On the basis of a new brand positionning : "an inspired and independent spirit", we went further than revamping the logo and redesigned a new brand territory complete with graphic identity guidelines. Martell now enjoys luxury-brand status. We streamlined brand management and Martell now gains daily in consistency.
Brand territory
The new Martell brand territory boasts a striking new visual element: a refined vertical ribbon. The understated elegance of this ribbon embodies the quality and distinction of Martell cognacs and reflects the sophisticated taste of its customers.
Online
The new website provided us with a real opportunity to breathe life into the new brand territory. We respected the brand history and the J. Martell signature while creating a more upmarket feel. We designed "the Martell showroom" in an architectural style which allowed us to showcase the brand, its heritage and products. We emphasized the brand's strong links to creation via its support of and partnerships with contemporary artists and designers. Today the website is available in 5 languages reflecting its major markets.
Point of sale
We are often asked to create POS and visibility material first - to maintain and enhance the brand identity during the initial stages. For Martell, we designed POS displays and glorifier, and incorporated a specific POS section in the brand identity guidelines to ensure a coherent, unique and strong brand image at points of sale. The central feature of the display is the vertical blue ribbon, the core of the Martell identity. The asymmetrical design, combining various heights, shapes and colours, reflects the contemporary, vigorous spirit of the brand.
The new territory has been enjoying success for three years now. Martell has increased its market share in ASIA and the US to be ranked the 2nd cognac brand worldwide.
