[MEL18]

2018 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Key Dates

8 February - Standard Deadline
4 May - Final Deadline
10 May - Judging & Ratings
16 May - Rating Closes
17 May - Winners Announced
3 July - Awards Presentation


 
Photo Credit : Videography by Heysept

Gold 

Project Overview

Emperor Champagne: The name itself evokes a sense of power, heritage and tradition, all important features of the unique experience that this Australia-wide champagne delivery service provides. However, the brand is far more than just a glimpse into the origins of champagne, it symbolises the evolution and innovation of the industry, ushering tradition and expertise into the modern world.

Project Commissioner

Emperor Champagne

Project Creator

Principle Design

Team

Sash Fernando
Ruwani Fernando
Julian Brown
Nicki Hlavacek

Project Brief

Principle Design was tasked to create a brand that catered to Champagne mastery that was headed by The Champagne Dame, Kyla Kirkpatrick. For over 13 years, Kyla has been at the head of the champagne industry, running master classes, events and tours throughout Australia. Kyla tasked Principle Design to create a brand for her platform that brings premium champagne to Australia’s premier online destination.

Project Innovation/Need

Taking influence from both the power of Napoleon and his quote: “In victory, you deserve champagne. In defeat, you need it!” we were inspired to craft a brand that blended the power of the Napoleonic rule with the style and finesse of champagne. Inspired by a visual vernacular that has evolved over hundreds of years, we created an engaging brand story that modernises iconic heraldic imagery to be bold, memorable and welcoming. The typographic mark draws influence from the carved type seen on stone Champagne Markers. This beautiful craft has been referenced and re-articulated to create a striking and bold logotype that informs much of the secondary language styling. In addition, patterned elements were generated with reference to the ceremonial art of Sabrage, wherein Napoleonic soldiers would open Champagne bottles with a saber or sword. The sharp angles and sliced segments of imagery evokes the swift and powerful movements produced by the sabering technique whilst creating a contemporary mosaic motif. We also crafted a packaging suite that truly embodies the art of gift-giving and celebration, by utilising tactility, rich colours and elegant foiling to deliver a high-class product that anyone would be proud to bestow.

Design Challenge

Principle Design was tasked to create a platform that catered both to the modern digital market but also honour the traditions and stylings of century old champagne company brands. The design outcome led to modern juxtapositions of old stylings and old artworks in new contexts. This was able to give Emperor a fresh face, but still maintain some familiarity and prestige within their premium brand.

Effectiveness

Since its launch, Emperor has received kudos and credit from other major luxury brands around the world including Louis Vuitton Moet Hennessy’s Director for North America. Business has grown incredibly quickly with nearly $200,000 in sales in the first 8 weeks with an even male/female balance of clientele. The brand is highly regarded by all our champagne partners in France and is now leading the field in wine marketing in Australia and beyond.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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