Creating a breakthrough innovation in cognac
The world of cognac has never been in better health, but it is ageing along with its target market. To capture new targets and establish itself as a luxury brand that transcends its historical roots, we created a new format and a new brand within the Louis XIII family: The Drop. 1 cl cognac for neo-nomads.
The challenge
How do you innovate without altering a heritage brand? How do you rejuvenate without going overboard? These two questions stayed with us throughout the project. The Louis XIII brand called on ELEF and MAKL studio to imagine a product, a world and a use that would reinvent the way ultra-luxury cognac is consumed. It's not a sub-Louis XIII but a more nomadic version, a gateway to the brand's universe.
The challenge was to maintain a perceived quality while presenting a brand that was closer to its targets and more accessible.
What we did
The first step was to explore formats and uses by capitalising on the brand's existing assets. Once the format and spirit had been validated, we designed volumes that could embody the product. We then developed the branding, packaging and message elements.
To accompany the sale of this product, a sales and tasting ritual was developed. The brand was therefore conceived in a 360° way, from its origin to its release to the market.
The outcome
The Drop is a real success. The product repositioned the brand in the spotlight for its boldness and uniqueness. With its multi-coloured format and the creation of a mini-bag, the brand has become part of a more urban lifestyle. Many stars from the worlds of rap, hip hop and dance have sported The Drop. Leading publications have praised this ground-breaking innovation by ELEF and MAKL Studio. Today, The Drop is an essential part of the Louis XIII family.
What our clients say
.jpg)