We were asked to create a new international cognac brand, the main market for which is China. The challenge for this new brand is to assert an unmistakably different identity for Chinese consumers and for it to establish itself within a highly competitive market segment.

We devised new codes, a new vision for cognac for the “access” and “premium” segments. Deployed across all communication channels (ATL-BTL), the global concept that we created centres on USPs designed to be particularly meaningful and relevant in China.
From the creation of the logo to the digital communication strategy, all the contact points for the brand were developed with the aim of meeting the expectations of Chinese consumers. While effectively supporting these products, this communication offers a brand experience that is very
different to that of the competition.

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