How to make friends and alienate Chandon representatives
We were approached by Chandon to create a branding concept for a new drink they are producing. The drink itself incorporates mascerations; mixes of fresh fruits and their famous sparkling wine, to create a fresh new beverage.
Their target was a younger audience. An audience they have had trouble targetting in their long history because of their heritage and prestige.
We started by looking at the ritualistic side of drinking & sharing and moved on from there.
Designing the ritual
Whilst observing lot's of people drinking (whilst drinking), we observed the amount of rituals baked into imbibing. Cheers, salut, down it, split the harp, to name just a few. Seeing this inspired us to look a bit closer at sharing rituals.
We wanted the very act of pouring and sharing the drink to become it's own ritual. As much a part of the drink as drinking itself. So we started to look at ways to instantly share the drink. A way to immediately get friends involved.
Crossing the age gap
Another challenge was moving away from the iconic Chandon brand just enough to appeal to a fresher audience, whilst still maintaining that star appeal.
There were some unsuccessful attempts.
We wanted to show visually this synergy of old and new, maceration and sparkling wine.
The birth of NOVA
Our concept came to a point with NOVA.
A brilliant light created when two stars interact, much brighter than the sum of it's parts and only visible for a short period of time.
This was our ethos which guided our brand concept. Something that draws people in if only for a short time, but shines brighter because of it.