As the Martell brand started to expand internationally in the early 2000s, it turned to international brand and design consultancy Dragon Rouge to develop a new bottle design for an XO cognac. More recently, Martell and Dragon Rouge introduced a new ultra-premium cognac, L'Or de Jean Martell.
The design team at Dragon Rouge gave full expression to its luxury with an exquisite package design and new narrative. The treatment is designed to appeal to cognac connoisseurs across the globe willing to pay $3,600 for a luxury liqueur displayed in a hand-blown crystal decanter.
"The ultra-premium product embodies the essence of Martell cognacs," says Eric Zeitoun, president of the New York office of Dragon Rouge. "It is built on its noble pedigree and the story behind the new package design takes the spirit of the Martell brand to the next level."
With L'Or de Martell, Dragon Rouge combined its expertise in product innovation with its mastery of the special codes prevailing in the world of high luxury. The design of the decanter, made of Cristallerie de Sevres, was inspired by the concept of the Golden Number, leading the designers to imagine a bottle 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 also bears graphic elements comprising the Martell name; and the stopper's semicircular shape both complements and enhances the balance of the voluptuous curves.
The bottle is presented in a cushioned box with a metallic finish and decorated with the seal of L'Or de Martell. "L'Or de Jean Martell is the fulfillment of what we imagined to be Jean Martell's quest to create his Magnus opus," says Marcus Hewitt, chief creative officer at Dragon Rouge. "Jean Martell founded the brand in 1715, its fine heritage is at the heart of the design."