Neville Brody's Research Studios has created the new look for vintage champagne brand Dom Pérignon. The design company, famous for its work with Kenzo perfume and its mould breaking redesign of UK newspapers such as The Guardian and The Times, was commissioned in 2004 to assist Dom Pérignon with its brand strategy and repositioning. The brief was to give the brand more elegance, glamour and appeal whilst retaining the luxury cues for which it is well known. A unique packaging format was developed for the brand which takes the form of a vertically opening matt black monolithic pack made from unique dyed from the block paper which required more than one year to develop.
Research Studios also created new colour codes to signify Dom Pérignon vintages using the colours black, silver and metallic pink, whilst the original Dom Pérignon logo and bottle shape remain untouched. The consultancy is also developing a consistent system of brand language to help Dom Pérignon create additional communications materials, such as window displays. Working on the project at Research Studios Paris office were Lionel Massias and Marion Laurens. Neville Brody was responsible for overall art direction on the project.
Neville Brody comments:
"There is a perception of Dom Pérignon as a slightly old-fashioned gentleman's champagne, or a Beverly Hills party drink. Also, its market is aging, so we have used some subtle levering to move it into a more modern space. Research Studios has overhauled Dom Pérignon's packaging, including a shift from the traditional horizontal 'chest' packs to a vertical design that opens in the middle. This is to increase shelf standout among competitor brands. It has taken a year to get the finish of the packaging exactly right, with the right silver, weight and touch. Dom Pérignon is such a pared-down brand, with very little story or myth, that it is all about the exact detail. If you get the detail wrong then the whole thing doesn't work."
Neville Brody: the British designer and art director, has now been at the forefront of graphic design for over two decades. Initially working in record cover design, Brody made his name largely through his revolutionary work as Art Director for the Face magazine. Other international magazine directions have included City Limits, Lei, Per Lui, Actuel and Arena, together with London's The Observer newspaper and magazine The Guardian and The Times. Brody has consistently pushed the boundaries of visual communication in all media through his experimental and challenging work, and continues to extend the visual languages we use through his exploratory creative expression. In 1988 Brody published the first of his two monographs , which became the world's best selling graphic design book. Combined sales now exceed 120,000. An accompanying exhibition of his work at the Victoria and Albert Museum attracted over 40,000 visitors before touring Europe and Japan.
In 1994, together with business partner Fwa Richards, Brody launched Research Studios, London. Since then studios have been opened in Paris, Berlin and New York. Clients range across all media, from web to print, and from environmental and retail design to moving graphics and film titles.
The company has just completed the visual identity, posters brochure and signage for the well known Nuit Blanche art exhibition in Paris. The art program of this ephemeral contemporary exhibition featured across the whole city focusing on 6 districts
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