Grand Cavalier has been the leading brandy brand in the Baltics for at least a decade. The problem is that the brandy category has a reputation for being old-fashioned,so consumption is declining year after year. Meanwhile, other spirits like whiskey became much more exciting for younger consumers. Therefore, leading brandy brands put their efforts into keeping existing audiences or even capturing new ones. We’ve been asked to uplift the complete look & feel of Grand Cavalier — from bottle design to logo and labels. And we’ve asked ourselves — can brandy reinvent itself?
The answer to reinventing brandy itself is complex. Our main strategic direction, which led to the creative process, was that you must become like him if you can’t defeat the enemy. In other words, our goal was to make the brandy look more like whiskey.
More like a mainstream Irish whiskey than a Scotch whisky, to be precise. From label colors and finishings to the hierarchy of typography elements and graphics — the new look & feel borrows more from whiskey labels than the world of brandy. Well, except for the shape of the bottle, which we wanted to give a more impressive and edgy look.