Moet

MOET & CHANDON

Moet & Chandon Nectar Imperial Rose packaging, glassware and retail glorifier

Challenge

The champagne sector is a fascinating area where we see products affected and trying to navigate through political and social trends. 
In 2018, for the first time, volumes and sales have declined in its domestic market and in Europe as a whole, with the UK declining the most. 
However the silver lining is that markets such as Japan, China, Russia and the US continue to increase.
Evidence suggests that high marginal products, such as cuvee and rose continue to experience market growth vs champagne and consumers, in general, are willing and in search of new experiences within the sparkling wine category.

Innovation & design has remained pretty stagnant in this category with many major brands settling for a typical champagne bottle structure and relying heavily on graphics to differentiate the brand and to attract consumers which isn’t solely effective. 
From what we know about consumer shopping habits and instant product recognition, it is very difficult to distinguish champagne brands from the 1 second pack/glance test.   
With the exception Dom Perignon, Bottega, Tattinger and a few other brands, there is very little to distinguish the silhouette of a standard Champagne bottle (used by many cheaper brands) and Moet’s original structure causing confusion for consumers when navigating. This is further exacerbated by brands using similar graphic architecture as Moet.

Within the past 5 years there has been many political and social trends, from sustainability, gender equality/fluidity to the #metoo movement, where many challenge the old stereotypical view of femininity and how women are treated and seen. We’ve seen massive progressive changes with gender equality and female empowerment in the likes of many fortunes 500 companies, cosmetic industry such a Fenti by Rihanna and even in cinema with the rise of Heroines such as Wonder woman and Captain Marvel. 
Society has broken traditional stereotypical and patronizing norms of designing ‘female’ orientated products means to adorn ‘barbie’ pink on everything. The modern day consumer demands more respect than this. 
The new age female empowerment traits are no longer bounded by gender stereotypes but by more ubiquitous characteristics such as Strong, bold, fearless, sophisticated, confident and brave.

Value

By seeing where all these trends converge and to carve out a strong structural brand presence in emerging & growing markets, here is a new concept for Moet & Chandon’s nectar imperial rose that embodies this. 
Moet & Chandon’s nectar imperial rose not only creates a striking strong shelf presence, tapping into the curiosity of consumers with its asymmetrical form (inspired by the nectar harvesting hummingbird), but it has the added benefit of a perfect, gentler pour, resulting in less bubbles when decanting the champagne initially. 
For a product that was originally targeted at women, we have been inspired to breaking out of stereotypical boundaries and created a product that expresses femininity through strength, boldness, fearlessness, sophistication, courage and confidence whist still maintaining the brand essence. 
The Glassware echoes the asymmetrical form of the bottle and the bumming bird with the partial embossed texture running around the glass. The form of the glassware also aides the entry pour of the champagne when decanted for a better pouring experience. 
A glorifier and shelf displays was designed very simply to not detract from the Champagne itself.  This would be used in travel retail with the use of warm under lighting.  The glorifier itself creates a striking visual statement of where the design was inspired from.
The secondary packaging is made from a mouldable, sustainable starch based substrate which is not only light and protective but 100% biodegradable and uses non-toxic bio inks (the same ink that is directly printed on the bottle). This can also act as a cooling jacket keeping the champagne cooler for longer.

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