La Madame Rosé 2027
The Bold Artisan of Champagne
Overview
The La Madame Rosé 2027 is a new cuvée from Veuve Clicquot, crafted to honor the brand's 255th anniversary and celebrate Madame Clicquot, the visionary widow who transformed the champagne industry. The collector's edition includes a coffee table book that delves into her iconic legacy.
Insight
In a time when women faced exclusion from business, Madame Clicquot boldly took charge after her husband's death. She revolutionized the champagne industry by creating the first vintage champagne, perfecting blending, and introducing the riddling process to remove sediment. Her dedication and audacity not only elevated the quality of Veuve Clicquot but also broke gender barriers in the male-dominated business world of her era.
Brand Concept
Inspired by screen printing and collage, every element—from the type of champagne and packaging design to the coffee table book—serves as a distinct layer designed to honor the iconic story of Madame Clicquot and celebrate the brand's anniversary.
Role
Advertising, Art Direction, Audience Research, Book Design, Branding, Copywriting, Creative Strategy, Packaging Design, Pattern Design, Prototyping, Website Design
Discipline
Brand Extension
Sector
Food & Drink
The La Madame Rosé 2027 features opulent floral motifs designed to capture the essence of the champagne’s elegance and pay tribute to Madame Clicquot’s audacity, creativity, and boldness. The selection of the year 2027 celebrates the brand’s 255th anniversary and highlights the pivotal age of 27 when Madame Clicquot revolutionized the industry by becoming the first woman to lead a Champagne house. Additionally, the vintage rosé is chosen to draw attention to Madame Clicquot's invention of vintage champagne and the creation of the first known blended rosé champagne.
The La Madame coffee table book, published by Veuve Clicquot's previous collaborator Assouline, is elegantly presented in a meticulously crafted poplar wood slipcase. The book offers a captivating narrative of Madame Clicquot, providing an exciting glimpse into her extraordinary journey and the enduring legacy she cultivated.
The La Madame Rosé 2027 product page on the Veuve Clicquot website unveils the new cuvée and introduces the coffee table book that will accompany the limited collector's edition, available to the first 500 purchasers.
Advertising Strategy
To position Veuve Clicquot as more than just a champagne brand, but as a lifestyle, the advertising strategy thoughtfully integrates with modern living. Engaging with the audience through magazines and social media, each advertisement intricately contributes to the commemoration of Veuve Clicquot's 255th anniversary and focuses on distinctive collaterals. The social media campaign unveils the new cuvée, while the magazine advertisements highlight the exclusive coffee table book accompanying the La Madame Rosé 2027 Collector's Edition. By combining refined design with strategic placement, the campaign not only celebrates Veuve Clicquot's heritage but also transforms it into an exclusive lifestyle experience for enthusiasts.
Other Projects
Forgotten Ones | Exhibition Design
exobite | Advertising
Lula | Packaging