For a brand to tap into its long heritage, it needs to have something substantial in its DNA that’s worth reawakening. Heritage just for heritage’s sake won’t work. There has to be something at the core of the brand to give you that connection, writes Richard Buchanan, founder of an award-winning UK-based branding consultancy The Clearing.
For Maison Courvoisier – the most awarded cognac house in the world – that core is the spirit of joie de vivre, embodied by the charismatic Fe´lix Courvoisier, who founded the cognac in 1828 in Jarnac – the heart of the cognac region in France. And that spirit is now reflected in Courvoisier’s new vibrant signature style and packaging – dedicated to drawing on the life, joy and history of the Maison, the region and its people.
Offering a taste of refined history in each sip, Courvoisier’s new expression still boasts the same exquisite taste that has been expertly distilled, matured and blended in the Maison’s intricate nuances.
The newly updated bottles will now appear the same worldwide, a change to the packaging which existed in various iterations in different territories. There is also a nod to its roots as the official cognac of Napoleon’s Imperial Court, which was served at notable historic joyous occasions, and graced the tables of the royal courts of Europe.
“We are entering a new era for Courvoisier,” says Courvoisier MD Jon Potter. “This is an exciting time for our Maison, as we go back to our roots and embrace what Courvoisier was founded on.”
Lighter and brighter
The unveiling of the new look was precipitated and propped by a strategic three-prong approach to honour its heritage and embrace the future. In 2021, the beginning of the journey culminated in the creation of two signature cocktails, the refreshing Gala and the French Twist, both calling cards for the essence of summer itself. Simply, a celebration of #JoieDeVivre: sunshine, jazz music, good company, seasonal food, and of course, the perfect cocktails.
The lighter and brighter new look harks back to the Belle Époque era, a beautiful age characterised by optimism, peace and economic prosperity at the end of the Franco-Prussian War in 1871. The label has shed its purple identity to usher in a fresher colour palette that includes red, off-white, gold and black but retains elements such as the founder’s signature – the bee which is a symbol of immortality, the silhouette of Napoleon Bonaparte, and its sleek cursive tagline “Le Cognac de Napoleon”.