Refreshing the brand story for the global relaunch of Cognac Louis Royer
Refreshing the brand story for the global relaunch of Cognac Louis Royer
Louis Royer is one of France’s oldest Cognac brands, dating back to 1853. Having remained in the Royer family for 150 years, and beloved for the unique full-fruit flavour of its cognacs, it was sold to Suntory in the 1990s. At that point it’s fair to say this jewel of Jarnac was allowed to lose its sparkle, as brands such as Hennessy and Courvoisier became front and centre of popular culture.
Then in 2016, Terroirs Distillers, a division of Picard Vins & Spiritueux, brought the brand back under French family ownership with a vision to restore it to its former position in the premium cognac category.
The latest step in this renaissance came last year with a visual brand refresh. To complement this, we were asked to develop a brand story that could capture the quality and heritage of the cognacs around their central brand essence of “rewarding dedication”.
For this we created a ‘brand book’ for reference by global distributors, built around the story of “an epic yet unrushed journey from the terroirs of the old world to the connoisseurs of the new,” which we also told through a video we co-directed with French film-maker Bertrand Bouchez (Dolly Films).
Story-telling is at the heart of what we do, in this case capturing 170 years of history in 150 seconds.
