Courvoisier
Re-establishing a global luxury icon
The challenge
Courvoisier has a rich heritage, but the storied cognac house hadn’t kept pace with the evolution of modern luxury and global consumer mindsets.
As a result, the brand hadn’t capitalized on the spirits premiumization wave – and lacked the point of view to win in a modern luxury landscape.
We partnered with the Courvoisier Maison to create a transformative new brand strategy, positioning and world that honored its heritage and provenance, while re-establishing the brand as a luxury icon for a new era.
Decode
We conducted a global program to understand attitudes around the brand, its heritage, and the evolution of French luxury. We discovered the brand could win in the cognac category and differentiate from the competition by harnessing a more emergent definition of luxury – one that prioritizes time spent in the pursuit of pleasure, rather than traditional status symbols.
Recode
Based on this galvanizing and inspiring insight, we repositioned the brand to channel the spirit of the Maison’s founders, and redefine pleasure for a broader base of luxury consumers. The outcome: Joie de Vivre – a welcoming, exuberant, and inherently French point of view on lifestyle and culture.
To support the new Joie de Vivre positioning, we built a brand world grounded in heritage and modern inspiration that intentionally countered cognac category tropes. Our creative philosophy extended to product and serve strategy, including a uniquely Courvoisier perspective on where and when to show up in culture. And we identified on-brand opportunities across the global production and supply chain – from agriculture and viticulture to production and packaging – for Courvoisier to build brand equity and create positive impact.
Transform
Our repositioning strategy informed every element of Courvoisier’s go-forward brand and growth strategy. Several of our sustainability concepts, including a lighter bottle and pack utilizing recycled materials, came to market in late 2022. Directed by our positioning, Courvoisier integrated a brighter palette and natural elements into its logo and visual identity; digital/social presence; and retail approach. And in partnership with artist-architect Yinka Ilori, the brand launched We Found Joy: an experience series and go-to-market campaign featuring a global set of artists and tastemakers. In December 2023, Beam Suntory sold Courvoisier to Campari Group at a premium, who noted its strong “brand heritage” as a major driver of the sale.
Endeavor Health
Creating a new health brand and a new standard for care
