Challenge

After our client launched this French ginger liqueur brand, he realized that it needed some polishing to better reach its target market. The label and marketing collateral lacked the sophisticated French sensibility to convey the spirit of the product, while appealing to women, upscale bartenders, and metro-area drinkers. So when they invited Mucca to reposition the brand, we responded with an enthusiastic, “Oui!”.

Action

Beginning with a label redesign, we made every part of the packaging and presentation more sophisticated and expressive of the French-Indochinese aesthetic that characterizes the origins of the liqueur’s recipe. We also worked to communicate the brand story, and its message of high-quality, exotic romanticism throughout all aspects of the brand identity, including advertising, billboards, trade show and in-store displays, a website, recipe books, gift packaging, and even groovy little swizzle sticks.

Results

Both the design and the product have garnered rave reviews, and Domaine de Canton has become an internationally successful brand, trumpeted by Oprah and appearing on “Iron Chef.” The brand identity we created has continued to evolve with the rapid growth of the product’s market.

Recognition

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