Cognac houses are steeped in history and tradition, but even the most storied brands recognize the need to evolve. Recently, several Cognac producers have undergone redesigns and rebrushes, updating their visual identities while staying true to their heritage. In this post, we’ll explore the changes made by Prunier, Guillon-Painturaud, Hine, Hardy, Martell’s Single Cru Collection, and Courvoisier.
PRUNIER: A New Chapter with Alice and Claire Burnez
About the Brand:
Steeped in tradition, Cognac Prunier is a family-run negociant house with cellars just outside the heart of the town of Cognac. Sisters Claire and Alice Burnez are now taking the helm of the house, aiming to give the brand their own personal touch while steadfastly respecting its traditions and values.
Redesign Overview:
Claire and Alice have updated the range’s design, packaging, and blends. They’ve introduced new products and revamped classic Cognacs to reflect their vision.
What’s Changed:
- New Bottle Design: Introduction of a custom-molded bottle inspired by an old Prunier bottle, standardizing the shape across the range.
- Updated Labels: Incorporation of modern fonts and design elements while retaining classic aspects, creating a balance between tradition and modernity.
- Introduction of New Products: Two new cognacs, Horizon and Singularité, have been added to the range, featuring the new design.
- Prunier Horizon: A bold and aromatic Fine Champagne Cognac that showcases Prunier’s ability to blend seriously outstanding Cognacs. Its floral notes and vanilla hints provide a balanced, smooth taste and its richness creates for a memorable tasting experience. This Cognac, in a way, takes the place of the previous Tres Vieille Grande Champagne.
- Prunier Singularité: Singularité is a limited edition, showcasing a blend of rare vintages Prunier is known for. It’s characterized by deep complexity, offering layers of spice, dried fruits, and subtle wood. It’s length can be counted in minutes, not seconds.
- Vintage Range Revamp: The vintage Cognacs now come in elegant bottles with distinctive features, such as textured glass and refined labeling.
- Enhanced Packaging: New boxes with fold-open designs featuring maps of the Cognac region inside, adding an element of discovery.
Guillon-Painturaud: The Dynamic Duo of Élise and Mathilde
About the Brand:
Nestled in the heart of Segonzac, Guillon-Painturaud is a Cognac and Pineau des Charentes producer with roots dating back to the 17th century. Today, the dynamic sister duo, Élise and Mathilde, oversee the brand, melding traditional craftsmanship with their fresh modern eye for Cognac.
Redesign Overview:
With a complete overhaul, the sisters have created a unique identity that differentiates them from other houses, targeting a younger audience while still satisfying long-time Cognac connoisseurs.
What’s Changed:
- Complete Rebranding: Entirely new visual identity, including bottle designs and labels, to reflect the sisters’ youthful energy.
- New Bottle Shapes: Transition to round bottles for the standard range and square bottles for the “Brut de Fût” (cask strength) Cognacs.
- Guillon-Painturaud XO Hors d’Age: Aged for at least 25 years, this XO Hors d’Age is an exceptional offering with rich notes of honey, dried fruit, and oak. It’s perfect for those who appreciate smooth and complex Cognacs and with a profile very typical of the Grande Champagne.
- Modern Labels: Introduction of labels featuring the sisters’ silhouettes facing each other in an alambic, symbolizing their partnership.
- Emphasis on Cask Strength Cognacs: Increased focus on “Brut de Fût” releases, appealing to connoisseurs seeking unique expressions. Check out their 1996 Brut de Fut.
- Distinct Identity: Creation of a brand image that melds traditional roots with modern aesthetics.
HINE: Subtle Elegance in Transition
About the Brand:
Located in the heart of Grande Champagne, HINE has been producing exquisite Cognacs for six generations. Known for its high standards and small quantities, HINE combines tradition with a willingness to innovate.
Redesign Overview:
HINE has undertaken a subtle rebrush of its brand, particularly focusing on the XO and VSOP expressions, coinciding with the transition to a new cellar master, Paul Szersnovicz.
What’s Changed:
- Refined Logo: The iconic HINE deer has been given more structure and depth, moving away from a flat design to a more textured appearance.
- Updated Labels: The VSOP and XO expressions feature slight design tweaks that modernize the look without straying far from tradition. Check out their newly designed Hine Rare VSOP and Hine XO Grande Champange.
- Hine Rare VSOP: This Cognac is known for its soft, floral character, with balanced fruit and a long, smooth finish. It’s the perfect representation of HINE’s dedication to quality.
- Continuity of Bottle Shape: The bottle shapes remain distinctly HINE, ensuring brand recognition and continuity.
- Marking a Transition: The redesign coincides with the change of cellar master, symbolizing a new era for the house.
HARDY: Embracing the Rooster and Retro Flair
About the Brand:
With a history dating back to 1863, Cognac Hardy is well known for quality Cognacs and traditional production methods. Recognized by its rooster logo, Hardy has a 150-year history of providing a deep range of Cognacs globally.
Redesign Overview:
Hardy has refreshed its core range, updating the brand identity and embracing retro elements to appeal to modern consumers while honoring its long heritage. Note that the sought after Noces range remains unchanged.
What’s Changed:
- Enhanced Rooster Symbolism: The rooster logo is now more prominent across all products, reinforcing brand identity.
- Modernized Fonts: Transition from cursive to sans-serif fonts, giving a cleaner and more contemporary look. See the Hardy XO here, for example.
- Retro Design Elements: Utilization of vintage-inspired fonts and layouts that capture the essence of the Roaring Twenties and French heritage, with the tricolore serving as the label colors for the VS, VSOP, and XO.
- Hardy Legend 1863: This Cognac brings a modern twist to Hardy’s legacy, with fresh fruity notes and a spicy finish. It’s designed to appeal to both new and seasoned Cognac drinkers.
- Playful Branding: A more playful and youthful approach to design, aiming to attract a younger audience.
Martell’s Single Cru Collection: A Nod to Terroir
About the Brand:
Established in 1715, Martell is one of the oldest and most prestigious Cognac houses. Known for its elegance and complexity, Martell continues to innovate while respecting centuries-old traditions. They are actively doing extensive research on different grape varieties, and they are the one large Cognac house taking a segment of their Cognacs in a more terroir, cru-based direction. About that…
Redesign Overview:
Martell has introduced the Single Cru Collection, a new range targeting connoisseurs and aficionados, with a focus on specific crus and premiumization.
What’s Changed:
- New Range Introduction: Launch of the Single Cru Collection, including VSOP, XO, and XXO expressions, highlighting individual crus.
- Martell Single Estate: This cognac highlights the unique terroir of a single estate, offering an elegant blend of citrus and spice. It’s a fantastic choice for those wanting to explore regional characteristics in Cognac.
- Premium Bottle Design: New bottles with elegant designs, featuring crystal stoppers and refined details.
- Emphasis on Terroir: Focus on single crus allows consumers to explore the unique characteristics of specific regions.
- Targeting Connoisseurs: The range is designed for Cognac enthusiasts seeking higher-end, niche products.
- Consistent Branding: While the Single Cru Collection is new, it maintains Martell’s commitment to quality and tradition.
Courvoisier: Modernizing a Classic
About the Brand:
Courvoisier, established in 1828, is renowned for its association with Napoleon Bonaparte and its rich, complex Cognacs.
Redesign Overview:
Courvoisier has updated its VSOP expression, introducing a redesign that blends modernity with retro vibes, and modernizing its logo.
What’s Changed:
- Modernized Logo: Transition from a serif to a sans-serif font, giving the brand name a contemporary look.
- Retro Design Elements: The VSOP label features strong retro vibes, inspired by historical designs. Check out the new Courvoisier VSOP.
- Courvoisier VSOP: With its smooth, fruit-forward profile, this VSOP continues to embody the balance and elegance Courvoisier is known for.
- Reduced Napoleon Imagery: Moving away from prominent Napoleon imagery, shifting focus to the brand itself.
- New Seal: Introduction of a seal above the Courvoisier name, adding a touch of elegance and authenticity. The refreshed Courvoisier XO demonstrates this nicely.
These redesigns reflect a broader trend in the Cognac industry, where heritage brands seek to honor their traditions while appealing to new generations of consumers. Through thoughtful updates to logos, labels, and packaging, these houses are revitalizing their images without losing the essence that makes them iconic. And for the smaller houses who’ve undergone similar makeovers, we see that such changes are often done to coincide with the arrival of a new generation.
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