Hennessy Design & Branding, Case study KRUG BOTTLE COOLER by JTQ, Tokyo

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Industry Cognac
Media Design & Branding, Case study
Market Japan
Agency JTQ, Tokyo
Creative Director Junji Tanigawa
Photographer Yoshiaki Tsutsui
Editor Mutsuko Ota
Released March 2011

Credits & Description

Category: 3D Structural Design
Product/Service: BOTTLE COOLER
Agency: JTQ
Date of First Appearance: Mar 1 2011
Entrant Company: JTQ, Tokyo, JAPAN
Creative Director: Junji Tanigawa (JTQ)
Production: (Gyokusendo)
Art Dierctor: Masashi Aiba (General In Tokyo)
Visual Director: Yu Maruno (GLMV)
Photographer: Yoshiaki Tsutsui (GLMV)
Editor: Mutsuko Ota (GLMV)
Total Produce: (HiRAO INC.)
Media placement: Bottle Cooler - 110 bottle coolers are on the way to loyal customers of KRUG worldwide - March, 2011
Media placement: Bottle Cooler - 140 bottle coolers will be sold to customers worldwide - March, 2011

Describe the brief from the client
KRUG, the ultimate champagne maison since 1843, requested a way to promote its noble philosophy to its royal customers.

The start was to understand and define KRUG’s philosophy.
4 values of KRUG's philosophy
A Unique Taste / Assemblage / Ultimate Craftsmanship / Obsession for Details

Describe the challenges and key objectives
The challenge was to find a partner who shares the spirit of philosophical values and a shared assemblage of happiness among KRUG, a partner and loyal customers. To embody KRUG's values and let their customers understand and enjoy them, “An ultimate bottle cooler” was planned.

- Finding a partner that shares KRUG’s craftsmanship at a philosophical level.

- Finding that copper is a superb material for a bottle cooler to keep the most appropriate temperature (8 degrees) and slowly opens the taste without using water or ice.

- Utilize the elegant shape of the “KIMONO”.

Describe how you arrived at the final design
Highest Condition.
To make the best use of copper, we designed to fit the bottle with only 3 mm space inside to keep cooling without using any water or ice.

Kimono Motif.
To express the world-view of the brand, a motif of a Kimono was used. The long stretched curved line looks like the inner collar of a beautiful woman wearing the Kimono, expressed with elegance and lustrous charm.

Graceful Carriage.
The variant curvature design that can only be achieved by handcraft is the intentional design to lead people to serve in a natural way, with both hands, and create a graceful carriage.

Give some indication of how successful the outcome was in the market
Media Coverage.
Various media covered this “perfect harmony” by assemblage of the respective histories and craftsmanship of KRUG and Gyokusendo.

There were many inquiries, and this bottle cooler will be put on the market at the end of March with limited stock available.