Courvousier Case Study

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 trade from June 2010. The overarching objective was to appeal to a younger demographic by encouraging reappraisal of Courvoisier as a key ingredient to a refreshing long-drink. The Summer of Punch theme centred our around sharing good times with friends at home or whilst out at a bar with 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, Maxxium were also looking to offer the multiples a gift pack combo of Courvoisier plus ladle –for two varieties the standard VS and premium Exclusif.

After an initial conversation, Meso got the ball rolling by preparing some initial thoughts on how the ladle might turn out, drawing their inspiration from the 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 time for 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 and overall 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 Courvoisier

Exclusif bo�le, this concept complements the form in the

same way Exclusif enhances many drinks. The graceful

flowing lines follow the crease of Napoleon’s coat, echoing

the mixing of multiple flavours producing a sumptious

sensory experience.

A detailed proposal was prepared, outlining each step from design, tooling, manufacture, delivery and fulfilment. Although facing a tight deadline from design to fulfilment, Meso were able to guarantee fulfilment within the required timeframe.

The project was signed off and work began immediately on design.

Phase 1 : Conceptual Design

> Contextual Research> Mood Boards> Concept Sketches> Physical Sketch Models

Phase 1 Completion: 03/03/10

Outcome: Concept chosen to be taken forward

Phase 2 : Detailed Design

> CAD Detailing> Materials Selection> Finishing Requirements> Rapid Prototype Models> Engineering Analysis and DEM> Buy-in Visualisations

Phase 2 Completion: 24/03/10

Outcome: Design Ready for Manufacture

Phase 3 : Manufacturing Overview

> Manufacturing Spec> Manufacturing Drawings> Liaison with Moulder> First Off Samples> Testing of Samples> Quality Control of Components

Phase 3 Completion: 17/05/10

Outcome: Volume order delivered

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

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

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 the Courvoisier brand values of luxury and worth while keeping to a commercially viable manufacturing cost. The form was ‘borrowed’ from the classic VS bottle, which was then matched with modern techniques to create a durable final solution.

To fulfil the off-trade campaign promotional packs needed to be developed which presented the ladles in an appealing, yet secure way; conveyed the ‘Summer 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 very tight timescale, there was no time to get professional photos of the bowl and ladle in use before the packaging was to be manufactured. We therefore used our in house visualisation capability to create photo-real images digitally that could be used on the packs and other promotional media.

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

Meso have a close network of suppliers specialising in all areas. These have been chosen for both quality and efficiency. Wherever possible we use suppliers close to home, but also have a worldwide network, as we know it’s 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, our team regularly travel to work alongside the manufacturer to remove friction from the production process. Any bumps can also be smoothed out in real time.

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.

Traditionally designers’ involvement ends when their solution has been signed off. As we know what it’s like to manufacture even the simplest of products, 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-packing facility, we involved them in the design process: attaining simpler ways to pack the bottles, removing glueing and taping, even discussing how to remove 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.