In the context of a cognac market seeing strong growth, Courvoisier (Campari) were looking to redesign their portfolio globally, including XO, VSOP and VS expressions, to ensure greater consistency and clarity across the range. Consistency, premiumisation and sustainability were key to delivering a holistic look and feel, allowing the portfolio to stand out more confidently as a true global luxury player across international markets.

Taking inspiration from the brand archives in Jarnac, France, we started our journey by reviving the heritage assets to deliver a modern manifestation of the brand’s historic codes, carefully balancing respect for the past with contemporary relevance. This included reintroducing the iconic 1800s wordmark in its bold sans-serif red, restoring a powerful and recognisable symbol at the heart of the identity. The original medals, crest and typefaces were also meticulously crafted and refined to create a visual identity that feels contemporary yet authentic, with a strong sense of provenance and confidence. The heritage palette was brought to life through a vibrant red, off-white and rich gold, chosen to represent the brand’s vibrant ‘joie de vivre’ positioning while creating meaningful disruption within the category.

Sustainability was also a key driver in the redesign. We achieved a lower weight across all glassware, which resulted in a reduced CO₂ footprint for the Maison and a more efficient use of materials overall. We also moved away from plastic closures to opt for more sustainable materials and made clear strides towards 100% recyclable packaging across the full range. For the highest volume SKUs featuring outer packaging, we transitioned to corrugated cardboard gift boxes, finished beautifully to maintain a prestige quality while reducing overall weight. In addition, all labels and cartons were moved to fully FSC-certified materials, reinforcing a long-term commitment to responsible design.