LOUIS XIII

LOUIS XIII

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Close-up of fleur-de-lys on LOUIS XIII decanter

Forever reborn.

Scope

Brand strategy, brand language, editorial strategy, content strategy, editorial

Two different sized LOUIS XIII cognac decanters sitting in a display cabinet

Context

LOUIS XIII is the jewel in the crown of the Rémy Cointreau group, and one of the world’s most iconic luxury spirits. The majestic decanter, with its unmistakeable form and deep mahogany colour, radiates out from the finest bars and tables across the globe.

Originally born from the oldest and finest eaux-de-vie of the House of Rémy Martin, today LOUIS XIII has become a powerful ultra-luxury brand in its own right – a symbol of French heritage, savoir-faire and art-de-vivre.

“Each precious eau-de-vie captures a distilled memory from our terroir.”

Old flasks of cognac eaux-de-vie in display cabinet

Project

To take LOUIS XIII from luxury product towards luxury universe meant first re-thinking, re-structuring and re-writing the fundamentals of the brand platform, with a re-imagined brand concept.

Through in-depth research, interviews and archival analysis, we brought to light authenticity and purpose that enabled us to consolidate and articulate the timeless spirit of LOUIS XIII for the world to share.

Coeurs output tap of cognac distillationLOUIS XIII tierçon being repaired

Inspired by an eternal renaissance of terroir and savoir-faire.

We established a more inclusive approach to brand language and tone of voice, while taking inspiration from the brand’s rich heritage and a sense of mystical rarity given by the natural exclusivity of the product.

An ever-evolving, value-driven editorial strategy provides consistent identity and continuity to storytelling as LOUIS XIII lives on into the future.

Close-up of vine leaves in Cognac Grande ChampagnePoint d'orientation in the middle of the vines in Cognac

Perpetuating the LOUIS XIII legacy, one word at a time.

Infinity - Voice over

What if time could be crafted so that it becomes eternal – threading the souls of man and nature into unbroken cycles of rebirth and regrowth?

What if time could be redefined to have no limit – visionary hands and minds seizing each second, and shaping a legacy that will live forever?

What if time could be passed from hand to hand, with the power to keep each moment alive and to reignite another instant?

What if every end was a new beginning?

Close-up of LOUIS XIII Cognac coffret

Team