Grand Marnier targets new consumers with Cordon Jaune packaging update
French spirits company Grand Marnier has been working with JDO Brand Design and Innovation to update its Cordon Jaune triple sec variant.
Tasked with making Cordon Jaune the key entry point for new consumers into the Grand Marnier brand, JDO considered all design elements to increase contemporary and premium cues, building on the brand’s French elegance and Parisian flair, whilst respecting its heritage and the evolutionary nature of the brief.
Isabelle Seguin, international group marketing manager at Grand Marnier, commented: “JDO took on the challenge to redesign our Cordon Jaune brand with excellent results. Grand Marnier Cordon Jaune now has a bottle design befitting its iconic status.”
JDO creative director, Ray Smith, added: “The redesign of both a global and French icon was an amazing task for a UK agency to be entrusted with. We are really proud of our role to help Grand Marnier become relevant to its discerning consumer base once again.”
The ribbon and seal icons have been retained as part of the resulting design.
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