Idea
Build the identity of a luxury champagne from scratch: logotype, slogan and packaging system. "Les Vrais" — the real ones — with the motto "Réel jusqu'à la mort" (real until death). An elegant, aspirational world where every bottle is a statement of status.
Insight
Three words drove the whole direction: luxury, exclusivity and trend. The brand resolved into four bottle editions — Le Noir, Blanc, Rouge and Prié — each with its own character, plus an advertising campaign (billboards, screens and lifestyle) that takes the product from the shelf to the culture.
