CHÂTEAU DE POMMARDBrand redesign / Released in the global international market
Founded in 1726, Château de Pommard remains the largest monopole and one of the most iconic wine estates in Burgundy. Clos Marey-Monge, at the heart of the domain, has been producing one of the greatest expressions of Pinot Noir for more than two hundred years.
In 2014, the chateau was bought by Michael Baum, an American serial entrepreneur from the Silicon Valley who aspired to share his passion of Burgundy wines with the world. The boutique branding and packaging design agency Appartement 103 had the privilege to thoroughly reinvent Château de Pommard’s brand positioning, by developing an exciting communication platform that would radiate onto the bottle, labels, boxes as well as digital communication and other touch points.
When we first met Michael, we immediately understood that Château de Pommard had everything in its roots to become a top luxury brand. It has an incredible heritage and savoir-faire, producing some of the most exquisite wines in the world. Therefore, our role was to reveal this hidden diamond in a contemporary way. Working closely with Château de Pommard’s team, our first priority was to build an inspiring brand philosophy that would resonate with its consumers and guide all our design strategy.
The starting point of the design process was the development of this incredible bottle shape imagined by Michael Baum himself. He had the dream to create the purest bottle shape ever produced, with delicate contours in order to convey the innovative and elegant character of the brand. After months of trials and design approaches along with Chateau de Pommard’s team and their glass supplier, we were able to finally bring the first bottle in the world without a neck lip to life, achieving the intended shape from bottom to top. A subtle change to the eye that perfectly delivers the unexpected, yet, truly elegant and desirable bottle Michael imagined for Château de Pommard.
The primary and secondary packaging presentations perfectly embodied the new Château de Pommard’s positioning “Fall in love with Life”. It stands for an unpretentious design, full of elegance, refinement and poetry. A modern approach that challenged Burgundy wines’ tradition in order to be set apart from their competition, however, still respecting the brand’s roots and category codes.
Working hand in hand, with a client that is as obsessed about details as we are was extremely inspiring! From the development of a unique pink foil colour, the selection of papers that would communicate the best quality, to the use of the most selective printing techniques, every single detail was carefully looked at to create these stunning labels, packaging and materials.
Above all, the success of this project lied in the dynamic and passionate partnership we built with Michael and his team. “Fall in Love with life” is not only the new brand mantra of Château de Pommard, it is also a life philosophy guiding attitudes and initiatives to building an incredible story.