Elegance in Simplicity, Menaud Spirits by Wedge
Menaud is a high-end distillery nestled in the romantic, forested region of Charlevoix, Quebec, Canada, that forages the land to meticulously craft impeccable gin and vodka. Menaud’s ambitious founders approached Wedge to design the vision for their new venture from brand to visual identity to custom bottle design to digital experience, for a discerning global audience.
The brand vision for Menaud is rooted in a new take on modern luxury found in elegance and simplicity. Design decisions tell the story of where Menaud comes from, taking direct inspiration from the Charlevoix region, first noticed by the custom green glass hue. The name, ‘Menaud’, is taken from widely known French Canadian folklore, featuring a hard working log driver protagonist you can see illustrated on the cigar tag closure and a famous line embossed in the bottle’s underbelly. The genuine wooden cap is a nod to this character, engineered to sit seamlessly from wood to glass with no interruption, to create an iconic and timeless bottle shape.
This seamless integration, bespoke green hue, and balanced proportions were key details perfected over prototype iterations. The cigar tag closure inspired by a bank note illustrative feel adds an extra, subtle premiumness to the overall expression of the experience. Futura as the main brand typography selection is generations old, striking a classic and modern balance for longevity.
From foundational strategy to visual identity to custom bottle design, digital design, and photography direction and production, no detail is spared in the craft of Menaud. Upon launch, Menaud took the crown as the pinnacle of premium in French Canada, well deserving of the high-end price-point and driving a new desirability and visual language among small-batch that stands up to the mightiest of players. Menaud is now expanding nationally as well as globally to France. Menaud has since garnered international accolades from Luxury Masters London as well as the prestigious D&AD.
- Design Agency: Wedge
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Elegance in Simplicity, Menaud Spirits by Wedge
- Brand / Project Name: Menaud
- External Design Credits: Design Director Justin Lortie, Creative Director Sarah Di Domenico, Graphic Designer Olivier Laporte, Designer Olivier Raymond, Illustrator Mireille St-Pierre, Production Supplier Bruni Glass, Printer Impremerie St-Julie
- Production Credits: Bruni Glass, Impremerie St-Julie
- Strategic Deliverables: Brand Architecture, Brand Strategy
- Design Deliverables: Packaging Design, Photography, Brand Identity, Identity System, Brand Creation, Industrial Design
- Location: Canada
- Market Country: Canada
- Market Region: North America
- Product Category: Spirits
- Consumer Packaging Format: Bottle
- Consumer Substrate / Material: Glass Bottle, Wood