LOUIS XIII RARE CASK by BETC for LOUIS XIII

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LOUIS XIII RARE CASK

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Industry Cognac
Media Design & Branding
Market France
Agency BETC
Released October 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: LOUIS XIII
Product/Service: LOUIS XIII COGNAC
Agency: BETC DESIGN
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: BETC DESIGN , Paris, FRANCE
Managing Director: Cristophe Pradere (BETC Design)
Senior Creative Manager: Sebastien Leridon (BETC Design)
Senior Design Manager: Juliette Damoisel (BETC Design)
Media placement: RARE EDITION PACKAGE - DUTY-FREE STORES - 1 OCTOBER 2009

Describe the challenges and key objectives
The key objective was the Rare Cask package not to be only a protecting box but to be definitely considered as part of the product experience itself : while purchasing, while drinking and while sharing. The package should be perceived as a precious safe. Moreover, it was necessary for Louis XIII to point out its Rare Cask incredible scarcity by mastering its iconic Louis XIII original package and turn it into a piece of art.

Describe the brief from the client
The central issue was to keep Louis XIII as the cultural cognac brand, the upper part of luxury in the art of drinking. The package concept would be for sure dedicated to high-end cognac consumers, who would make of this rare edition a witness of their luxury lifestyle. Our work would be focused on interpreting Louis XIII historical luxury roots and modernity at the same time by developing a new package concept and identitary signs to emphasise Rare Cask's pretigious dimension.

Describe how you arrived at the final design
The final package had to look like a piece of jewellery : lights would be popping up by sliding apart each part like curtains, revealing the sublimely enlightened Baccarat-crystal carafe displayed with a lys flower-like quatrefoil pattern on the background. This pattern has been specially designed to be enacted as the Rare Cask's trademark.

Give some indication of how successful the outcome was in the market
This Rare Cask is a 786 pieces edition, and each package is customized with its engraved serial number to esphasise its uniqueness. It was retailed in duty-free stores and is today sold out.