NAVAN
speaking to a new consumer
When the makers of Grand Marnier wanted to create a new brand targeted to an urban pan- cultural audience, they relied on us to ensure they were speaking the right language.
WHAT WE DID
Brand Strategy Package Design Brand Copy Integrated Communications
CHALLENGE
Schieffelin & Somerset Co., makers of Grand Marnier, came to us to develop a brand strategy for their new liqueur, Navan. The target consumers were “pan-culturalists” – an emerging segment of 21-34-year-old men and women who are open-minded and embrace multi-cultural diversity. Affluent and highly sociable, they represent a host of lifestyles and languages coming together in a confluence of ideas, customs, fashion and art to form a unique tribal culture all their own.
SOLUTION
We created a modern brand strategy and fresh package design to enable Navan to communicate with this emerging young audience on their own terms. Our goal was to maximize impact on shelf in a highly competitive category. We used distinctive, multi- cultural symbols in a clean, sophisticated style to appeal to consumers of both genders. The result was a holistic impression of chic confidence, standing out while fitting into a select group of discriminating contemporary connoisseurs that is the new “urban tribe.”
We created a wide range of concepts to speak to emerging “pan-cultural” consumers
We created a wide range of concepts to speak to emerging “pan-cultural” consumers
We created a wide range of concepts to speak to emerging “pan-cultural” consumers
We created a wide range of concepts to speak to emerging “pan-cultural” consumers
We created a wide range of concepts to speak to emerging “pan-cultural” consumers
The design features an interplay of matte and gloss, hinting at an easy, understated confidence, elegance and sophistication.