CENTAURE DE DIAMANT by R'pure Studio for Remy Martin

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CENTAURE DE DIAMANT

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Industry Cognac
Media Design & Branding
Market France
Agency R'pure Studio
Art Director Sebastien Servaire
Designer Candido De Barros
Photographer Arnaud Guffon
Illustrator Yael Bibliowicz
Released October 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: RÉMY MARTIN
Product/Service: CENTAURE DE DIAMANT
Agency: R'PURE STUDIO
Date of First Appearance: Oct 1 2010
Entrant Company: R'PURE STUDIO, Paris, FRANCE
Art Director: Sebastien Servaire (R'Pure Studio)
Designer: Candido De Barros (R'Pure Studio)
Illustrator: Yael Bibliowicz (R'Pure Studio)
Photographer: Arnaud Guffon (R'Pure Studio)
Account Manager: Virginie Bourgoin (R'Pure Studio)
Media placement: Carafe - Off Trade - October 2010
Media placement: Secondary Packaging - Off Trade - October 2010

Describe the brief from the client
Our studio was asked to create the new Rémy Martin’s premium range of cognac for the Asian market.

Describe the challenges and key objectives

The main challenge for the studio was to create an innovative and luxurious carafe on a highly competitive Asian market.
Why “Centaure de Diamant”? The answers lay within:
-The Brand icons: the centaur associated to a strong positive image in China; the doughnut shape part of the brand structural DNA
-The Master Blender, a woman Mme Trichet who compares the art of cognac making with the art of stone-cutting. We developed the carafe with this concept in mind, trying to enhance the angular aesthetic of the carafe
-The Diamond shape: with an octagonal carafe, 8 being a lucky number in Asia

Describe how you arrived at the final design
The final design keeps the carafe light yet luxurious, breaking all existing heavy cognac carafe codes while still remaining within Remy Martin's traditional DNA. The carafe is developed under an automatic glass-blowing machine, which makes it unique of its kind for its category.

The studio's design translates the carafe into a sublime and luxurious Jewel case holding the noble "Diamant”. Due to its success in Asia, we have designed the secondary packaging as if the Diamant was to be offered as a gift, creating a new ritual in the way it is offered and also sold on-trade.

Give some indication of how successful the outcome was in the market
Generous, seductive yet functional, this tailor-made gift pack is meant to please all fine Remy Martin’s cognac connoisseurs. With a first successful launch in Singapore, Centaure de Diamant's modernity has seduced and should soon be launched in the rest of Asia. The press has also created a lot of buzz around something that they call '“the jewel of the Rémy Martin collection”'.