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8/9/2019 Sop Case Study Smaller

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At the beginning of the year, the Courvoisier brand team were planning their Summer of Punch campaign that would run through the on and off tradefrom June 2010. The overarching objective was to appeal to a younger demographic by encouraging reappraisal of Courvoisier as a key ingredient toa refreshing long-drink. The Summer of Punch theme centred our around sharing good times with friends at home or whilst out at a barwith a bowl of punch. Key to the success of the campaign would be finding the right bowl and ladle for use in bar. In addition, to promote the campaign in-store, Maxxiumwere also looking to offer the multiples a gift pack combo of Courvoisier plus ladle for two varieties the standard VS and premium Exclusif.


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After an initial conversation, Meso got the ball rolling by preparing some initial thoughts on how the ladle might turn out, drawing their inspiration fromthe Napoleonic history with respect to the bottle forms and brand cues, as well as applying a contemporary twist.

Impressed with these initial ideas, Meso were quickly invited to present their thoughts on how a project could be managed within budget and in timefor the scheduled June campaign launch.

Despite some lengthy desk research, it proved difficult to source a ladle or punch bowl off the shelf that came close to matching the classic lines andoverall brand fit with Courvoisier. Cost was also a prohibitive factor.

As commissioning design and production of bespoke items was new to the Maxxium brand team, they were understandably cautious.

MOOD BOARD

Harmouniously wrapping round the elegant CourvoisierExclusif bole, this concept complements the form in thesame way Exclusif enhances many drinks. The gracefulflowing lines follow the crease of Napoleons coat, echoingthe mixing of multiple flavours producing a sumptioussensory experience.


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Two entirely different bottle shapes meant two unique ladles. Several concepts were created for each bottle, the VS & Exclusif, and were presented tothe brand team over several working sessions. Taking on board feedback, the concepts were refined into two unique items, for the VS the base of thebottle sits within the ladle and to compliment the Exclusifs form, the ladle literally wraps around the bottle to create an unusual and eye catchingaesthetic. A classic shape to match the VS tradition, and a contemporary form to highlight the Exclusifs market position.

We took care to ensure that our designs would not compromise the tight on-shelf footprint each bottle commands.


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With the ladle designs taking shape, Meso were asked to look at expanding the range with a bespoke punch bowl. The brief being to encapsulate theCourvoisier brand values of luxury and worth while keeping to a commercially viable manufacturing cost. The form was borrowed from the classic VSbottle, which was then matched with modern techniques to create a durable final solution.


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To fulfil the off-trade campaign promotional packs needed to be developed which presented the ladles in an appealing, yet secure way; conveyed theSummer of Punch message to the consumer; and were robust enough to survive from production to shelf. Meso were tasked with designing the packaging, creating the artwork and specifying the print requirements. In addition, as the project was on a verytight timescale, there was no time to get professional photos of the bowl and ladle in use before the packaging was to be manufactured. We thereforeused our in house visualisation capability to create photo-real images digitally that could be used on the packs and other promotional media.


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Working closely with the Courvoisier Brand team, we were able to help with buy-in visuals for potential retailers. Selfridges were interested in theSummer of Punch packs but wanted to offer their customers something different full punch packs co-branded for Selfridges. The images we createdshowed Selfridges buyers what they could expect. In addition, as no commitment had been made to manufacture the packs yet, allowed Maxxium toinvolve their client in the design process of the packs.


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Meso have a close network of suppliers specialising in all areas. These have been chosen for both quality and efficiency. Wherever possible we usesuppliers close to home, but also have a worldwide network, as we know its not always commercially viable to manufacture in the UK.

The one drawback in using overseas manufacture is communication, and the time lost in attaining the golden production sample. For this reason, ourteam regularly travel to work alongside the manufacturer to remove friction from the production process. Any bumps can also be smoothed out in realtime.

The Courvoisier ladles were being moulding in DongGuan, China. Two members of our team travelled over to the facility to manage the process.What normally would take 5 weeks was condensed to 5 days.


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Traditionally designers involvement ends when their solution has been signed off. As we know what its like to manufacture even the simplest ofproducts, we understand the problems of turning a concept into reality.

The final stage of the Courvoisier project was to get the promotional packs into the shops. Rather than simply delivering the stock to the re-packingfacility, we involved them in the design process: attaining simpler ways to pack the bottles, removing glueing and taping, even discussing how toremove one fold from the box.

The more efficiently we could put these packs together, the quicker they could hit the shelves, on time and on budget.

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