Martell has commissioned a new design for its iconic Cordon Bleu cognac from London agency Nude Brand Creation.
The redesign is part of the house’s 300th anniversary celebrations.
Martell was founded in 1715 and is the oldest of the great cognac producers.
Martell Cordon Bleu is an XO cognac which itself dates back to 1912.
Mike Parsonson, a partner at Nude, said: “Working on Martell Cordon Bleu was like a careful restoration project. There is so much brand history to respect and retain.”
Nude’s brief was to maintain the simplicity and authenticity of the brand’s current packaging while also refreshing its elegance and sense of luxury.
The design team went back through the history of the brand for inspiration.
It has revived the classic two-part label and given prominence to the signature of Edouard Martell, who first created this expression of the cognac.
“We were inspired by the brand’s rich history and wanted to celebrate its ageless elegance,” Parsonson said.
“What is more, the reference to the historic two-part label and its modern interpretation and unusual shape should provide genuine stand-out on shelf.”
Martell has marked its 300th anniversary with a campaign built around the concept of Art de Vivre, epitomised by the luxury and elegance of its brand.
In a worldwide survey of over 6,000 people, the company found that over 80% thought the French Art de Vivre was an inspiring lifestyle.
Martell has also identified the 300 most influential French men and women around the world in the fields of entertainment, gastronomy, art, fashion and mixology.
It appointed Hollywood actress Diane Kruger as its brand ambassador in April.
Martell is owned by drinks giant Pernod Ricard.
Nude specialises in the prestige sectors including drinks and personal care. Clients include Pernod Ricard, Grupo Campari, SAB Miller and JTI.