Cognac repositioning
and redesign

Grönstedts by Altia

#design #graphic #packaging

Challenge
Grönstedt is a truly unique brand of Cognac, originally created by Johan Daniel Grönstedt in 1846, and to date the only Cognac that has been allowed to age outside of France. As such, this dual-origin brand is no stranger to challenging traditions.

Cognac is a category that has its own codes, and stands apart from other brown spirits. The objective of the redesign was to not only revitalise the brand and to reflect the quality of the product by moving its positioning to a more premium experience, but to simultaneously make it more accessible to the consumer.

Solution
The core of the Grönstedts re-design is a functional system that allows the consumer to about what Cognac is really about, and to easily decipher the different notes and nuances of each product within the range. Inspired by the nickelodeon music scrolls of the 19th century, the new identity visualises the synergy between the emotion of music and the binary language of sensory perception. With 170 years of tradition and experience, Grönstedts looks to combine Swedish functional design with French craftsmanship. A modern twist of archival elements combined with French New Wave cinema enables Grönstedts to encompass the best of both worlds.

For the first time we see a range of Cognac that allows clear navigation through understanding the value and purpose of each product. From flavour notes and blend to function and quality, every aspect of the product has been taken into consideration. The result is an elegant solution of information design that both educates and challenges the consumer.

Gold (Graphic Design Product Line), LIA, 2017
Silver (Liquors), LIA, 2017

Grönstedts redesign is a functional system that allows
the consumer to about what Cognac is about.

From flavour and blend to function and quality,
every aspect has been taken into consideration.