MAKING PERRIER-JOUËT MATTER
Following a strategic shift, Perrier-Jouët wanted to cultivate a stronger house style to enhance its reputation for wine excellence and artistry and ensure that the brand remained distinctive. The existing identity lacked clarity, with too many variations that diluted its recognition and luxury status. Key markets were using visual equities differently whilst relying heavily on one in particular – the anemone.
CAN MEETS DO
Undertaking an extensive contextual audit, Coley Porter Bell immersed themselves in the brand’s rich history, category language and competitive set. Through Visual Planning™, Coley Porter Bell identified and brought to life the brand’s core facets, elevating its boutique and artistic nature, conveying a sense of craftsmanship and allure, as well as leveraging its art nouveau credentials with contemporary relevance. Coley Porter Bell's creative intention was to convey as much of the elegance and craft that is found on the Belle Epoque bottle into the brand identity. The team wanted to move away from computerised and artificial-looking anemones to a more painterly, artistic expression. They also needed to expand on the number of assets to avoid an over-reliance on both the logo and anemone and to provide flexibility for markets across a host of different touch points.
The colour palette, typography, shape and form were integral to creating a modern aesthetic, whilst the representation of the painted anemones provided craftsmanship and elegance. The creation of a new brand pattern added greater depth to the brand palette.
The visual identity is now implemented in a much more consistent and luxurious way globally and the brand is growing 2.5 times faster than the category.