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Design: Appartement 103 - Brand Design
Location: France
Project Type: Produced
Client: Alexandrion Group
Product Launch Location: Europe
Packaging Contents: Brandy

Iconic Romanian brandy Brancoveanu, owned by traditional spirits company Alexandrion Group, was suffering from an outdated image, eroding its leadership in the local premium market.

With the need to strongly revamp the brand perception but also preparing its growth on an international level, Appartement 103 was chosen to redefine Brancoveanu brand positioning strategy, revitalizing its brand image through holistic bottle structural design and visual identity overhauling.

“The project started with an immersive visit to the distillery and extensive discussions with the brand team, diving deep into the richness of the Romanian culture and history. "Establishing a solid brand strategy was a pivotal step to ensure the success of the project. Therefore, our team worked hard to truly capture the essence of Constantin Brancoveanu, the brightest figure in Romania's history. His natural leadership and great patriot spirit were the foundations that inspired and guided our designers towards a compelling new brand world" says Appartement 103’s Head of Business Development, Joao Paulo Oliveira.

Following this crucial step, the agency's next challenge was to build a coherent structural and graphical design approach across the VS, VSOP and XO variants, ensuring unicity while creating a clear premiumization trend across the range.

The bottles truly conveyed the spirit and character of Constantin Brancoveanu, featured by a tall figure with sharp shoulders and heavy glass foot, elevating its perception and overall visibility. The embossing details added elegance and craft cues to the overall design.

As for the labels, the coat of arms and logo were thoroughly revamped with a bolder look, creating a strong focal point used across different touchpoints and mediums. Aiming to inject a touch of modernity, a metallic base substrate was introduced, elevating the tactile experience and sense of premiumness to the presentation.

The newly redesigned product range has witnessed an immediate 15% increase in sales during the first 4 months since its launch compared to the previous year, showing great receptiveness from the market. Consumer perception research also shows that the new design conveys key attributes such as excellence, quality, authenticity, powerfulness and distinctiveness.

Brâncoveanu needed to strengthen its premium positioning, its storytelling and brand truth, by developing a new image with a clear identity across the product range. Being the most precious brand created by Mr. Nawaf Salameh, Chairman of Alexandrion Group and evaluating the rebranding results through our consumers' eyes, we believe we have chosen the right agency for the job.

Julien Z. and his team have really understood the legacy of the Brâncoveanu figure and they succeeded to transpose it into an elegant and harmonised new identity for the entire range. Each design element comprising the bottle, label or secondary packaging, along with its exquisite vinars liquid, are promoting the values of the Great Brâncoveanu in the most authentic way.

We are sure that our collaboration will continue for more projects in the future. Says Alexandrion Group’s NPD Manager, Marilena Andronic.

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