Cognac brand Martell set to unveil new identity

INTERNATIONAL. Leading Cognac house Martell is set to unveil a new modern design, one that will feature in its airport promotions worldwide from this month. The new visuals will make their debut at the opening of a Martell-dedicated boutique at Hong Kong International Airport later this week.

The new design is said to “pay a modern tribute to culture, tradition and craftsmanship” and is designed to reinforce the brand’s heritage and premium credentials.

“The new style will use vivid blue and textured warm gold to bring intensity and sophistication to the brand,” said brand owner Pernod Ricard.

“The new style will create a distinctive international signature for Martell,” said Martell & Co Marketing Director Anne Claire Rodary. “All Martell promotions will be instantly recognisable by travellers and shoppers, providing them with a unique sensory experience. The new identity will stamp our mark as a contemporary, luxury Cognac brand, whilst ensuring we stay true to our heritage.”

The new style will be applicable to all in-store merchandising displays, advertising and point-of-sale for both the on and off-trade.

Note: The Moodie Report Asia Bureau Chief Melody Ng will be in Hong Kong for the unveiling of Martell’s new look on Thursday, and will bring you full details plus visuals of the brand’s first airport boutique.

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