Montélac – Premium French Cognac A.O.C

Montélac – Creation of a Packaging Concept for a Premium French Cognac

The Context
Montélac is a premium French Cognac with deep roots in traditional craftsmanship. This project focused on the development of its full packaging identity — blending historical codes with a modern, luxurious aesthetic.
Inspired by the codes of historical Cognac houses, the project aims to revisit traditional aesthetics through a modern and bold lens — offering a sophisticated experience anchored in authenticity, legacy, and elegance.

The design direction reflects the timeless prestige of a spirit distilled in the heart of Charente, celebrating refined craft and French savoir-faire. The goal was to create a strong, iconic identity that feels both classic and striking, evoking the richness of aged Cognac.

The Design Work
The project focused on the creation of a full label system and brand aesthetic for this fictional maison fondée en 1765.
The design combines vertical black pinstripes with intricate gold embellishments to reflect luxury and structure.
A custom monogram “M” acts as a signature emblem, drawing from traditional French lettering and engraved details found on vintage Cognac bottles.

Typography plays a central role, with a bold serif font used for the brand name, balanced by a more delicate script for the historical and appellation cues.
The visuals were styled and photographed to highlight the warm amber tones of the spirit, creating strong contrast and atmosphere — ideal for visual storytelling across premium distribution channels.

The Mission

• Create a full packaging concept for a fictional premium Cognac
• Evoke the codes of heritage French spirits with a modern twist
• Design a refined and structured visual identity
• Develop mockups and key visuals for storytelling and portfolio presentation
• Deliverables
• Full label and brand design (front label, capsule details, bottle aesthetic)
• Visual identity system and monogram
• Art direction and product photography
• 3D mockups and hero visuals for presentation

The Approach
The design approach was rooted in tradition, but stylized through a contemporary lens.
Ornaments, gold accents, and typographic hierarchy were used to create visual depth and timeless elegance.
The choice of bottle, label layout, and photography composition all serve to reinforce a luxurious brand image, aligned with the finest French Cognac traditions.

Credits
Art Direction & Graphic Design: Benjamin Le Nir – Loseou
Project Type: Fictional / Luxury Packaging Concept
Location: Bordeaux, France
Category: Spirits / Premium Cognac