NEW LOOK FOR TAITTINGER CHAMPAGNE
Champagne Taittinger has introduced a new look for its six cuvées. The Taittinger team has developed the new packaging to create a clear, strong, family look across all of the wines and to improve visibility in both an On or Off trade environment.
The new packaging will begin to appear in the UK during the late summer months. The current packaging divides the range into two distinct families with different shaped labels, different seals and different graphics.
The new design will give consistency and harmony across the range, which includes the signature Brut Reserve, Prestige Rosé, Vintage Taittinger, Single Vineyard Les Folies de la Marquetterie, Prélude Grands Crus and Nocturne Sec. The evolutionary design expresses the brand positioning and reflect the values of Champagne Taittinger – classic; timeless elegance. Included in the changes…
· The shape of the label, which has been part of the Taittinger history for 50 years, will become uniform across all cuvées. Labels will be smaller, giving a slimmer, more elegant look to the bottle. They will be colour coded for the different cuvées and the Taittinger branding will be more visible. Labels will be more tactile with embossing and varnish for extra emphasis and will have greater stand out on the shelf. There will be homogeny across the range with all labels clearly displaying the brand and cuvée name.
· The neck collar will also be smaller and display the seal, with the exception of two – Les Folies de la Marquetterie which displays an image to reinforce its single vineyard provenance, and the Vintage Taittinger Champagne’s which displays the relevant year.
· The Taittinger name will be displayed on the foils of each cuvée giving stronger brand identification. They will be produced using an easy to open foil, which leave a cleaner finish. Prelude Grands Crus will continue to display the bubbles on its foil as part of its trademarked design. · The back labels will inform and educate. They will feature the family message and a common explanation of
the brand, with each cuvée having a dedicated explanation and tasting note. · Each gift box has also been revamped, with consistency again being key to the design. The luxurious boxes display a strong family identity with the Taittinger name boldly displayed down the side of each box. They are coloured coded by cuvée and a combination of different print techniques gives the boxes a ich, tactile finish. Attention to detail is carried through to the outer cartons which are also colour coded.
They are designed to stand alone, or work together in any merchandising display.
Lynn Murray, Marketing Director at Hatch Mansfield, the UK agents for Taittinger Champagne comments: ‘The new Taittinger designs are very much about evolution rather than revolution. They reflect the brand values of classic elegance and finesse. The attention to detail throughout has been thorough from the labels, to the foils, to the neck and back labels, gift boxes and cartons with strong visual and tactile cues. There is now a much clearer family style which will help consumers identify each of the cuvées with the Taittinger name. We look forward to seeing the new packs on shelf.’
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