TOMÉ MONTEIRO
From the amber to the light
Maison A.C. Meukow & Co was established in 1862 in Cognac by two brothers from Silesia, Auguste-Christophe and Gustave Meukow. From its Russian origins under Czar Alexandre II to its current ownership by the Coste family (Cie of Guyenne), who has led the Maison for more than 30 years, it has been the passion and spirit of innovation that has elevated Meukow Cognacs, now distributed in over 70 countries worldwide.
Meukow Cognac derives its exceptional qualities from the Ugni Blanc grape, known for its low alcohol content and high acidity. The Maison primarily selects vineyards in Grande and Petite Champagne, as well as some Fins Bois. Strength, elegance, and flexibility—these are the three key attributes that define Meukow Cognacs, perfectly embodied by its iconic bottle, the "Félin," which symbolizes the brand’s intrinsic qualities.
Brief
In 2012, Meukow celebrated its 150th anniversary, marking a significant milestone. To honor this occasion, the "Icone" cuvée was launched—an extraordinary assembly of aged brandies, crafted with unparalleled quality. This Cognac evokes intense sensations, creating a feeling of disorientation, leading to a unique and exceptional journey.
However, the current packaging's simple design does not adequately reflect the importance of this anniversary.
A market analysis of wine and spirits reveals that, during similar celebratory milestones, luxurious boxes are often created—many in collaboration with renowned crystal artisans. These collaborations serve to elevate the brand’s image and create a cohesive, sophisticated presentation.
We propose establishing a partnership with a prestigious crystal house to develop a limited-edition presentation, aligning with the luxurious essence of Meukow Cognac and emphasizing its rich history.
The target
CLASSIC TARGET
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45-65-yo Man
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Senior executives
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Connoisseurs
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In search of pleasure and sharing
CONQUEST TARGET
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Collectors
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30 55-yo woman
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Develop loyalty in the occasional consumers
The partnership: Daum
Daum is a Crystal and Glass-making company founded in 1878. The house approaches its creations with a focus on diversity, combining artistic challenge with innovation. Through its collaborations with renowned designers, Daum brings to life pieces that reflect its core values: craftsmanship and creativity.
Daum is renowned for:
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Crystal pâte de verre, acontemporary and distinctive technique in glass-making
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Bestiaries, exotic and intricate animal-inspired designs.
With a globally recognized production, Daum’s artistic reputation has been shaped by contributions from numerous talented creators, such as Jean Boggio, elevating its status in the world of fine crystal.
The collaboration
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Distinguish itself from the competition.
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The panther needs to stay the center of attention.
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Activate spontaneous purchases through bold and striking design.
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Emphasize Meukow’s unique visual identity.
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Make Meukow Cognac highly visible to its target audience.
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Creation of an original and artistic bottle that combines utility and art.
Primary packaging
By playing with the name of the special cuvée "Icone," we propose to stage the panther as a statuette, transforming it into an object of desire. The creation is split into two parts:
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A panther in molten black glass—symbolizing protection and strength, gracefully perched above the cognac bottle.
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A pure crystal bottle—resembling a precious phial, elegantly showcasing the amber liquid. This can also be offered separately, serving as a replacement for the original packaging.
Secondary packaging
To complement and protect this sophisticated creation, a box is designed to accompany it. Inspired by the most luxurious cases, it is crafted in black ebony, covered with soft granulated leather, and perfectly aligns with the DNA of the house.
