Navan Distinguishes a Vanilla Version of Cognac from the House of Grand Marnier

The name and style of Grand Marnier cognac and liqueurs evoke French tradition to a “T.” The name and style of the new vanilla-flavored Navan™ cognac evoke contemporary sophistication to a “V.” That the consumer immediately recognizes that Navan comes from the same “house” as Grand Marnier is a testament to artistic and thoughtful package design.

Schieffelin Company, the spirits importer and a subsidiary of LVMH Moët Hennessy Louis Vuitton, was confident to launch Navan only after four years of research and development and only after refining the bottle and label to an elegant balance between tradition and modernity. The Navan™ brand is named for Navana, a town in Madagascar where the natural black vanilla is harvested. According to the NavanWorld.com website, it is the 2nd most expensive spice in the world (after saffron), and the vanilla flavor contains 250 natural components.

The premium glass bottle, made of Ultra-Transference Glass, evokes the traditional Grand Marnier bottle shape, but adds both sharper edges and bolder curves. UT glass is normally only used for perfume bottles and premium champagne. Jean-Christophe Terzaghi, senior brand manager at Schieffelin, says the shape design was inspired by ideas that began at the Lipman, Richmond & Greene ad agency, then were refined at the Hot Shop Design firm in Paris.

Terzaghi and Schieffelin guided the design by explaining how they envisioned the final bottle. “It was to be a new interpretation of the brand itself, a fusion of Madagascar and Paris,” Terzaghi explains. “Also, we wanted everyone to be able to see the beautiful golden color of the liquor that is unique.” Terzaghi explains that the final bottle shape and detail succeed with an attractive combination of masculinity and femininity.

The label, screen-printed directly on the bottle, was designed in partnership with Lipson Alport Glass & Associates (LAGA), an international brand marketing and design consultancy. The label features the Navan name integrated into a black and metallic silver circumferential band, with the “V” most prominent, as Schieffelin had wanted.

“Simple textures and strong branding of the ‘V’ were perfect for conveying Navan’s optimistic attitude, and delivering excitement to distributors and bar enthusiasts,” said Kimberly Orton, managing director, LAGA. “The elegant bottle will look beautiful and inviting onshelf.”

The seductive color of Navan’s vanilla cognac is the hero of this new bottle, which paints a contemporary look onto the House of Grand Marnier heritage.

Marco Escalante, LAGA senior designer, and Christina Falzano, LAGA brand strategist, refined the label design to link the past to this new “avant garde” product, to simplify the “antique look” of Grand Marnier into a comfortable contemporary mold. The modified Bodoni type of “Navan” is clean and elegant, and the larger gold “V” cuts an eye-catching wedge into the black band.

“That type reflects perfectly the heritage of Grand Marnier,” Escalante explains. Falzano goes on to explain that the intention was not to have too much color in the label, so it does not overwhelm the eye, and instead allows the seductive golden elixir inside be the “hero.” The label succeeds in evoking exotic textures and boundary-less adventure, with both serious and fun sides. “Navan is intended to bring totally new consumers to the category—women, in particular,” explained Steve Luttmann, senior vice president for Schieffelin Co. “LAGA’s work successfully communicates the idea behind this innovative fusion of taste, while playing-off the premium quality and price point. The end result is a unique, elegant design that showcases the product’s natural beauty.”