Breaking from tradition
Chandon Estates, a subsidiary of Moët Hennessy, is a leading
global winery. It produces several well-known sparkling wine brands
at wineries in the United States, Argentina, Spain, Australia, and
Chandon asked Landor to create a new global branding and
packaging system that would communicate a consistent image and
distinguish its sparkling wines from traditional champagne brands.
Chandon also wanted its new system to clearly differentiate among
its three quality levels (premium, super-premium, and
ultra-premium) and identify which were imported versus domestic
sparkling wines. Together with Chandon we developed the Brand
Driver™ A new world-sparkling wine with edgy elegance and
used it to inspire the creative program.
We created a unified, contemporary look that breaks away from
traditional sparkling wine visual cues. Our design features a bold
Chandon wordmark and a sophisticated, subtly-whimsical shooting
star graphic that suggests the C in Chandon. Color coding
differentiates the sparkling wine varieties and their countries of
origin. Three distinct label styles define the premium,
super-premium, and ultra-premium categories. The new look’s edgy
elegance appeals to existing sparkling wine drinkers, yet attracts
a younger crowd who might otherwise consider it an indulgence only
for special occasions.