JDO redesigns iconic Grand Marnier Cordon Jaune
JDO Brand Design & Innovation has been working with premium French spirits company, the house of GRAND MARNIER® to update its Cordon Jaune triple sec variant.
Iconic GRAND MARNIER® Cordon Rouge has changed little in the past with an unrivalled blend of fine cognac and high quality orange essence. In Europe it is often associated with gastronomy, while in the US mainly with cocktails where it enjoys the revered position of being the most premium orange liqueur used in triple sec based cocktails.
Cordon Jaune, a clear triple sec that competes alongside the standard triple sec brands, is less well known. Its yellow-based presentation lacked the quality and premium cues that consumers expect and associate with Grand Marnier.
The creative challenge was to make Cordon Jaune the key entry point for new consumers into the Grand Marnier brand. JDO’s approach focused on considering all design elements to increase contemporary and premium cues and to build on the French elegance and Parisian flair of the brand, whilst respecting the brand’s fabulous heritage and evolutionary nature of the brief.
The resulting design is a carefully crafted update of the Cordon Jaune bottle that adds modernity and quality whilst retaining the brand’s iconic and recognizable face. The ribbon and seal have been retained as important and recognizable brand equities and the label substrate and print has been upgraded to improve quality. Additionally, communication of the brand’s provenance, Paris, France is enhanced and the key brand colourways of Cordon Jaune are optimized to increase premium cues.
Ray Smith, JDO creative director said, “The redesign of both a global and French icon was an amazing task for a UK agency to be trusted with. We are really proud of our role to help Grand Marnier become relevant to its discerning consumer base once again.”
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.”