Friexenet to Re-Launch Cordon Negro Cava
The project to create the new look for Freixenet was run by an international task force, who used the theme ‘great brands never stand still’ as a motto,” commented Graham Fortune, Managing Director Freixenet (DWS) Ltd.
04/07/08 The Freixenet brand undertook a three year marketing makeover. Nick English of Holmes and Marchant led the design team which created the refreshed look for the renowned black bottle of Freixenet, as well as the packaging of the other ‘family’ members.
“The project to create the new look for Freixenet was run by an international task force, who used the theme ‘great brands never stand still’ as a motto,” commented Graham Fortune, Managing Director Freixenet (DWS) Ltd.
“It has given the brand real clarity and has hit its objectives to amplify, clarify and update the packaging. As a company we are thrilled with the new look and believe it will assist us in our global aims, as we continue to be the world’s leading sparkling wine.”
Armed with extensive consumer research from across the globe, the Freixenet team looked at three aspects of the design:
Colour: The shade and textures of the colours used on the bottles have been adjusted to give a modern yet sophisticated look.
Feel: The sensory experience has been enhanced, with the addition of new texture on the capsule and embossing on the neck label. The embossing plays an important role on the main label too, where the restored family crest sits proudly at the top. The bottle keeps its soft, smooth quality.
Clarification: A clearer sense of order has been created for the information on the bottle. The distinctive art nouveau logo has been reworked to make it more legible, elegant and contemporary. To support the quirky brand style, the rest of the information on the front label has been redesigned using classic, easy to read typography – so that the brand stands out.
Three years of effort by a global team has given the world’s leading sparkling wine extra sparkle. The company believes that the bond with Freixenet consumers in over 100 markets worldwide has been reinforced, and the brand name is the hero!
