07/10/2009

Platinum pentaward for the creative work on L’Or de Martell.

Brussels was the venue for the Pentaward prize-giving ceremony where Dragon Rouge received a platinum award for its creative work on the packaging design of L’Or de Martell.
To consolidate Martell’s position in the world of luxury brands, the agency was entrusted with the task of positioning L’Or de Martell as the most highly accomplished cognac in its range, and a product of unsurpassed quality, and of meeting a 3-way challenge:

• To present this product using the codes of ultra-premium cognacs,
• To satisfy the extremely demanding standards of consumers coming from different cultural backgrounds (Russia, USA, China) yet all in search of status and an opportunity to show off their distinction,
• And, lastly, to remain consistent with the values defended by Martell and the other products in the range.

The agency decided to make L’Or de Martell the fulfillment of the inventive and determined quest of Jean Martell, his magnum opus that weds exceptional know-how to ornamental distinction. By taking the notion of the ‘Golden Number’ as their point of departure, the designers imagined a decanter fashioned from pure crystal in which the precious liquid is concentrated in a single droplet suspended from an arch decorated by ‘Martell’ arabesques in gold. The stopper completes this ensemble with its semi-circular shape that both complements and enhances the balance of the object’s extremely voluptuous curves.
A revolutionary visual triumph, the decanter is also an outstanding technical feat whose development is the fruit of close collaboration with the Cristallerie de Sèvres glassworks.
The decanter is also presented in a box that eloquently conveys the brand’s wealth of sophistication. With L’Or de Martell, Dragon Rouge successfully combined its creative potential with its mastery of the codes of ultra-premium luxury brands.
This platinum award gives even greater meaning to the partnership between Martell and Dragon Rouge
 
Contact presse : Christophe Paymal
Tél. +33 1 46 97 51 60
cpaymal@paymalnetwork.com