Martell Launches Martell VS Single Distillery With Packaging Design By Nude Brand Creation

Martell pack

Iconic cognac house Martell unveiled Martell VS Single Distillery, a cognac from a single distillation source, with design by Nude Brand Creation.

The packaging design highlights elements of the product story to provide differentiation within the category and help consumers to better understand what makes it special.

Pioneering spirit

A pioneer amongst cognac houses, Martell has a unique history spanning more than 300 years. It has always been dedicated to craft and innovation, and now it is planning to disrupt the VS category by launching a single distillation expression.

Disruptive

The iconic shape of the traditional ‘montre’ cognac bottle is the inspiration for the new bottle shape. Revived for the Martell VS Single Distillery Spirit, it is simple but elegant, which provides a point of difference versus the traditional VS category bottle shape.

A restructured cap is sealed with a beige paper ribbon, revealing a cork, while a single label runs down the neck.

An offset VS disrupts the usual Martell label arrangement and two lines of copy explain the story behind the single distillation source, to draw consumer’s attention. Warmth injected into the label reflects the liquid colour and fruity notes of the cognac.

Mike Parsonson, Partner at Nude Brand Creation, says: “Within the cognac category, there were very few brands talking about their product story.

“Today’s consumers are interested in brands with a compelling back story so we knew dialling up this aspect of the story would resonate with them.

“We took some inspiration from the craft drinks sector, but gave it a modern twist by adding drama and vibrancy into the design. At the same time we communicated the single distillation process in an easy to understand way.”

Consistent but crafted

An embossed swift in the glass dramatises the brand’s strong iconography and reinforces the brand’s origins in the 18th century when Jean Martell first set off from Jersey on a journey to find the best brandy production methods in France.

Craft elements introduced to the bottle will disrupt the traditional sector, but the new design still maintains consistency with the Martell portfolio.

Martell VS Single Distillery will launch into the UK market this month.

Nude Brand Creation has worked with Martell on its portfolio since 2012.

Havana Club Pays Tribute To Ultra-Premium Cuban Rum With New Limited Edition Series

Havana Club Tributo Collection

Havana Club, the global leading rum in the super-premium and above category, has launched the Havana Club Tributo Collection, with packaging designed by Nude Brand Creation.

The new series of limited editions created with exceptional rum reserves are set to be unveiled annually at the Cuban Habanos Festival.

With only 2,500 bottles of each rum being released, the Havana Club Tributo Collection is set to appeal to spirits connoisseurs and collectors alike. As a tribute to the best that Cuban rum has to offer, Havana Club Maestro Ronero, Asbel Morales, will personally select the finest aged bases from cellar reserves to create each release.

The 2016 limited edition is led by a base of rums aged in 80-year old casks, which have been carefully blended with other rums to give an aromatic and intense taste with defining notes of dried tropical fruits and a deep amber colour.

Inspired by Cuba’s architecture.

Co-founder of Nude Brand Creation, Bernard Gormley, says: “The packaging was inspired by the wide variety of architectural styles in Cuba, in particular the Spanish baroque and the neoclassical, which complement each other so perfectly, just like the blend of different rums selected to make the product. The filigree and detailing intrigued us and influenced the graphics, along with the colour blue – the national colour of Cuba, and gold that enhance the luxury cues and on-shelf standout.”

Continues Gormley: “The background pattern on the bottle label and gift pack was inspired by the ceramic tiles found in walkways, walls and floors of Havana. The signature of Maestro Ronero Asbel Morales and the individual number of each bottle is displayed on the intricate premium label.”

Asbel Morales, Maestro Ronero for Havana Club, comments: “Creating the Havana Club Tributo Collection is a fascinating process, as each release will provide a new and unique taste experience, achieved through experimentation with rum bases from our reserves.

“By blending rums using very old and rare casks, we have been able to create an expression for 2016 with a luxurious amber glow, full-bodied fruit flavours and a long finish.”

The Havana Club Tributo Collection 2016 is bottled at 40% ABV and will be available in ten markets, including Cuba, UK and China, from March 2016 at the RRP of $350 USD.