Georg Jensen

Our client Treasury Wine Estates wanted to create a new sparkling wine priced in the growth area of $25-40 that would change the paradigms of sparkling wine by offering consumers something unique. Through our white space identification, we believed that we could give consumers a new choice beyond Australian sparkling and French Champagne: that of Designer Sparkling. A premium Australian sparkling wine that collaborated with a globally renowned designer would give consumers their own piece of designer luxury when they bought this NPD. Even though this was designed over a decade ago, we believed that brand collaboration was a growing and powerful global trend.

Georg Jensen Hallmark Cuvée has created a new category in sparkling wine: a design-led, affordable luxury brand with an innovative stopper that is intrinsic to both the form and function of this wine brand. We were responsible for the brand ideation, design and execution of the brand, plus launch events and collateral design, including guest appearances by our co-founders at private dinners hosted by Vogue and Harpers Baazar.