Cordon Jaune, a clear triple sec that competes alongside standard triple sec brands, is less well known. Its yellow-based presentation lacked the quality and premium cues that consumers expect and associate with Grand Marnier.
The creative challenge was to make Cordon Jaune the key entry point for new consumers to Grand Marnier. JDO’s approach focused on considering all design elements to increase contemporary and premium cues, and built on the French elegance and Parisian flair of the brand, whilst respecting its fabulous heritage and the evolutionary nature of the brief.
The resulting design is a carefully crafted and detailed update of the Cordon Jaune bottle, that adds modernity and quality whilst retaining Grand Marnier's recognizable face. The ribbon and seal have been retained as important and recognisable equities, and the label substrate and print has been upgraded to improve quality. Additionally, communication of the brand’s provenance, Paris, France is enhanced and the key colourways of Cordon Jaune are optimised to enhance premium cues.
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