Larsen
Rejuvenating a brand while boosting sales and PR, through a strategic “Limited Edition”.
The Cognac category in general, is struggling with it’s own traditions and by an ageing decreasing consumer group. Drama Queen was asked to help Larsen cognac update their brand, and our strategy was to rejuvenate and democratize the Larsen brand, without losing the premiumness and exclusivity that is essential to this type of refined product.
In line with the new brand position we identified the fashion industry as a perfect arena for meeting a new, younger and more approachable audience while existing in a premium context.
In particular we focused on street fashion and there’s no stronger street fashion icon to show this democratisation that fashion has gone through, than the sneaker? Not too long ago, you couldn’t get inside a club wearing sneakers. Today, all the big fashion houses have their own line…
The Larsen Sneaker Edition is our homage to this street fashion icon, blending premium quality – much like designer fashion has – with street culture. Sneakers tore down the barriers between old and new, and redefined what premium can be. Like no other garment, they move effortlessly between sidewalks and catwalks.
Inspired by classic white leather kicks, the design team explored various ways of converting a shoe into a bottle -and packaging design. With millions of sneakers on the market, all with different looks and colours, there are a few key attributes that truly express the sneaker spirit.
The Larsen Sneaker Edition is our homage to this street fashion icon, blending premium quality – much like designer fashion has – with street culture. Sneakers tore down the barriers between old and new, and redefined what premium can be. Like no other garment, they move effortlessly between sidewalks and catwalks.
Inspired by classic white leather kicks, the design team explored various ways of converting a shoe into a bottle -and packaging design. With millions of sneakers on the market, all with different looks and colours, there are a few key attributes that truly express the sneaker spirit.
Paying close attention to detail, from getting the right leather and stitching, down to the laces and buckle, a design befitting the product was developed. Of course we also created a dust bag, to protect the bottle, and then packed it all in a tailor made shoe box. All to complete the premium sneaker experience.
Altogether, Larsen ended up with a premium, unconventional packaging for their cognac. And in addition to this we created the campaign for the launch, where the new communication design was first brought to life in both on -and offline formats, a full activation manual was developed with tools and inspiration for PR initiatives, launch parties, trade executions and much more.
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