The Maison des Futailles’
decision to market its line of spirits (cognac, brandy, vodka and
other beverages) together under the master brand Global was made
as part of a well-thought-out branding strategy.
The developed brand helps increase consumer confidence
by promising a selection of quality products. This approach enables
the Maison to uphold the precisely defined values (prestige products,
diversified offerings) that apply to the full line of its spirits,
while respecting the distinctiveness of each individual product.
We began by designing a logo that reflects the brand
values, then integrated it into each label design, while taking
care to preserve — and even enhance — the existing visual
cues that consumers were familiar with.
With this strategy, the Global master brand
can now transcend the products it symbolizes, making it easier to
introduce new beverages that will get a boost from the master brand’s