Moët & Chandon Design & Branding CHILL BOX by R'PURE STUDIO


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Industry Wine & Champagne
Media Design & Branding
Market France
Art Director Sebastien Servaire
Designer Candidos De Barros
Photographer Studio R'pure
Released November 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: LVMH
Product/Service: MOËT & CHANDON
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: R'PURE STUDIO, Paris, FRANCE
Art Director: Sebastien Servaire (R'Pure)
Designer: Candidos De Barros (R'Pure)
Account Manager: Clara Gailleres (R'Pure)
Photographer: Studio R'Pure (R'Pure)
Media placement: Packaging - Markets: Worldwide (Local And Duty Free) // Distribution: Mass, Department Store - 1 December 2009

Describe the challenges and key objectives
- Create a totally innovative and unique object reflecting Moet & Chandon's image - Generate more visibility on POS with impactful and spectacular packaging - Encourage impulse purchase - Be the unequivocable object of desirable for every celebration

Describe the brief from the client
The agency was briefed to create a new packaging for the promotion of the Brut Imperial Cuvee - launched for the end of the year festivities - 2009

Describe how you arrived at the final design
The agency created the ChillBox, an innovative 100% recyclable gift box that utilises an EPP insert to keep champagne cold for hours. The three-dimensional diamond shape pattern takes advantage of cutting-edge blow-mold technology that allows for efficient, yet elegant design, creating a must-have year-end accessory. Innovation: -Isothermal Component: EPP was chosen for its recyclable material. -The Diamond Point: the stamping was done after the shaping. This operation required the adaptation of a machine which allowed for a vertical deformation of the structure. -Engraved ring: creation of a double ring system to ensure perfect alignment between the body and the cap

Give some indication of how successful the outcome was in the market
Results: -Extended offering from limited edition to core product -Increased run from 150,000 to 1 million units -Extended to full range (magnum, quarter, half bottles) -Availability from 1 country to 10 countries -Maintained target cost and added recyclability element -Cost saving on production of 16.5%