The genever category is one of the best selling spirits in the Dutch market (25% market share). Since a few years the demand for genever products is decreasing dramatically and is expected to halve in twelve years from now due to the aging consumer group and increased price competition. Today, youngsters are identifying themselves more strongly with brands which are associated with modernity, status, internationality or exclusivity.
Nolet Distillery is producing premium spirits for more than 300 years and Ketel 1 Jenever has grown to the market leader in the premium segment. To strengthen the brand’s position the brand identity needs to be updated (3D/ 2D) with main design focus to remain thé premium genever specialist. The new design should emphasize the brand character and refresh the look and feel to be appealing to the younger consumer group with respect to recognition & heritage.
The new brand presentation is a clear example of leadership and pride, realized due to the improved logo impact, the new structural bottle shape enriched with brand own embossing and advanced labelling. The visual of the kettle represents the authentic feel, craftsmanship and excellent product quality which are the heart of the company since 1691.
The new Ketel 1 Jenever is launched in June 2010.
Cristal-Lefortovo, a leading Russian distillery, expands its portfolio by launching its new refreshing vodkas ‘Winter Road’. Claessens|Cartils was asked by Cristal-Lefortovo to develop the brand presentation for this new product development.
Adhering to the name of the products, the designs needed to tell the story of changes in mood (peace, patience, contemplation, pleasure) experienced on the long road home on a winter day. To tell this story the new designs found their inspiration in the natural beauty of the countryside after a snowy winter day.
Using natural blue and white colours for the illustration, which is visible through a window effect, the theme of a cool refreshing vodka distilled with the clearest and purest of waters is clearly communicated to the consumer. The window effect looking at a warm cosy house at the end of an icy road successfully stirs the emotions in the consumer and the use of a snow crystal in the logo further strengthens the winter theme. Finally, the use of gold and attention to detail was implemented throughout the design to express premiumness in taste and quality of the products.
Hooghoudt was inspired by the trend among young adults to celebrate at home and introduces its new line of RTD cocktail drinks (Mojito, Margarita and Cosmopolitan) and White Spirits for mixing and drinking pure (Vodka, Rum and Tequila). The Royalty assortment is offering all that is needed to have the going-out experience at home.
The brand presentation had to be inspirational for the target group and had to express a quality and international character whilst fitting the value-for-money proposition.
The reduced label design for the Royalty Cocktail range contributes to the brand aspiration. The designs are open, free and transparent to communicate purity and to give a premium look. The flowing shapes symbolize the various ingredients mixed together. Each flavour variant has its unique typography to strengthen product and taste expectations.
The White Spirits, found in the identical bottles as the Cocktails, follow the same brand architecture but contain a large letter in a unique typography on the front for distinction. The design is tailored to the roots and pure characteristics of the individual products.
The Cocktails were launched first and the White Spirits followed about two weeks later alongside advertising campaigns and a website (www.royaltyathome.com) whereon tips and recipes for delicious Cocktails can be found.
A New Modern Blenders Pride for a New Modern India
Pernod Ricard’s Blenders Pride is India’s leading premium admix whisky. Its popularity is due to its exceptional quality and uniqueness in taste; a blended whisky of imported scotch malts and select premium Indian grain spirits. Blenders Pride is the only premium whisky from India made from grain spirit, whereas others are made from molasses.
In recent years India has emerged into a new successful, confident, economically independent and lifestyle conscious India. Claessens Cartils was asked by Pernord Ricard India to redesign the bottle and brand presentation of Blenders Pride to fit this new India.
The new bottle, label presentation, as well as the new gift box are a more contemporary presentation, signaling premiumness, style, and success, whilst keeping the core values of the brand alive. Making Blenders Pride the brand of choice for young successful individuals, with a discerning taste and a lust for the bohemian lifestyle.
Since 1860 the Alberti family has guarded the secret of an ancient recipe, handed down from father to son. It is here in Benevento that the oldest Italian liqueur, well known all over the world is produced: Liquore Strega. They also produce a more premium variant: Strega Riserva. This is a particularly valuable product, purposely aged for many years in oak vats.
Strega Alberti asked Claessens|Cartils to develop a luxury box for their Strega Riserva, which is often purchased as a gift given its high quality level and notoriety. This resulted in an elegant and valuable gift box, made of unique material with the look and feel of expensive reptile leather and an elegant scratch-resistant gloss finish and fashionable colour, finished with a golden hot-stamp. The result is a gift box with strong shelf impact and high instant appeal.
De Kuyper launches the very first XO Cherry Brandy, making it the finest Cherry Brandy in the world. Claessens|Cartils’ design was inspired by the original art deco style of De Kuyper’s Cherry Brandy bottle produced in the 1920’s.
Only a small batch of this very rare Cherry Brandy has been produced and is available at duty free and at Harvey Nichols in London, the famous international luxury lifestyle store.The bottle is presented in a two piece gift box, also developed by the agency.
June 2009, Granette A.S. launched a new spirits line targeting the high price segment of the Czech market in a design developed by Claessens|Cartils. The line consists of 11 different spirits varying from whisky and vodka to slivovice and absinth.
Granette A.S. is a significant Czech spirits producer with a 160 years-old tradition. Until recently, its portfolio mainly contained brands targeting the middle and low price segments. Last year, the company decided to extend its portfolio with a new premium product line under the company brand name Granette. Claessens|Cartils from Amsterdam was challenged to create unity in diversity: a coherent family line in which the different presentations each fitted the category coding of their individual products.
The final result reflects both distinctiveness and family resemblance. A unique bottle shape and bold Granette logo safeguard the family feeling, while the differentiation is supported by specific typefaces for the different product variants, unique colourings and background illustrations.
With this new premium line Granette A.S. again underlines its extensive knowledge of spirit production. Also the company is a step closer to its main objective to service all groups of consumers with a wide range of products.
Alexandrion Grup is a leading, ambitious Romanian distillery with international reputation. Its main brand Alexandrion is a Greek type of brandy. The brand is market leader in Romania and belongs to the top 3 brandy in Greece.
Claessens | Cartils was asked to rejuvenate the brand Alexandrion, consisting of Alexandrion 3 stars, 5 stars and 7 stars. Main objective was to secure market leadership and to implement new legislative requirements in the new presentation. The creative approach was evolutionary, ensuring recognition value for current consumers, whilst attracting new consumers.
Key element in the Alexandrion brand presentation is the Alexander the Great coin. During the design process, this coin has been turned into a qualitative decoration element adding more quality to the very popular brand. Furthermore, the Alexandrion logo was optimised and is used consistently throughout all three variants.
The new design has been successfully launched on the Romanian and Greek market in June 2009.
On October 30th 2008, Groningen staged the festive introduction of the new Hooghoudt jenever presentation developed by Claessens|Cartils, Amsterdam.
This design is the first visual expression of a newly formulated company positioning. It underlines Hooghoudt being a contemporary and Dutch company producing quality liquours. Main objective of the redesign project was to create a clear design structure which could be used to build a consistent outlook of the Hooghoudt liquour assortment. In order to do this, the corporate logo was adapted so that it gained authority and clearly expressed the contemporary character of the company.
As can be seen in the new jenever presentation, this logo is the core of the design structure and will be the main element in all Hooghoudt brand presentations. Following, focus was on reinforcing the Hooghoudt Jonge Dubbele Graanjenever. By adapting different graphical elements and the bottle shape, the brand design gained the necessary authority and authenticity. The new presentation is recognisable for consumers and at the same time has become more surprising and innovative.
