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 The design company, famous for its work with Kenzo perfume and its mould breaking redesign of UK newspapers such as The Guardian and The Times, was commissioned in 2004 to assist Dom Pérignon with its brand strategy and repositioning. The brief was to give the brand more elegance, glamour and appeal whilst retaining the luxury cues for which it is well known.
A unique packaging format was developed for the brand which takes the form of a vertically opening matt black monolithic pack made from unique dyed from the block paper which required more than one year to develop. Research Studios also created new colour codes to signify Dom Pérignon vintages using the colours black, silver and metallic pink, whilst the original Dom Pérignon logo and bottle shape remain untouched.
The consultancy is also developing a consistent system of brand language to help Dom Pérignon create additional communications materials, such as window displays. Working on the project at Research Studios Paris office were Lionel Massias and Marion Laurens. Neville Brody was responsible for overall art direction on the project.
Neville Brody comments: “There is a perception of Dom Pérignon as a slightly old-fashioned gentleman’s champagne, or a Beverly Hills party drink. Also, its market is aging, so we have used some subtle levering to move it into a more modern space.
"Research Studios has overhauled Dom Pérignon’s packaging, including a shift from the traditional horizontal ‘chest’ packs to a vertical design that opens in the middle. This is to increase shelf standout among competitor brands. It has taken a year to get the finish of the packaging exactly right, with the right silver, weight and touch.
"Dom Pérignon is such a pared-down brand, with very little story or myth, that it is all about the exact detail. If you get the detail wrong then the whole thing doesn’t work.”
www.researchstudios.com
www.domperignon.com
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