2021 | Professional

MUSE Design Awards Gold Winner

Germain-Robin relaunch

Entrant Company

forceMAJEURE Design

Category

Packaging Design - Limited Edition (NEW)

Client's Name

E&J Gallo

Country / Region

United States

Germain-Robin began in 1982 as the unlikely union of two creative minds: Ansley Cole, a professor, and Hubert Germain-Robin, a Cognac distiller. The two partnered to create Germain-Robin, the first California brandy that broke free from the constraints of Cognac. Embracing the rich tradition of hand-distillation while harnessing California wine's potential, they set a new standard of excellence in brandy that has been recognized worldwide and advancing the art of fine California brandy into a new era.



We rebranded Germain-Robin, staying true to the founders' ethos: Emulating the core brand value of unembellished while still being uncompromising, we chose to create a clean and straightforward look for the new visual identity.

The logotype expresses the brand's quiet and confident attitude: the two founders' name is stacked and elegantly separated by a thin line: a quest for a perfect balance, the equilibrium between imagination and rigor in execution.

The minimalist approach to the packaging of the two brandies follow the same philosophy:

The California Alembic brandy has a humble white crafted paper label that notes the variant in red and a detailed description of the brandy's distillation and aging methods.

The XO variant has a minimalist black label, enhanced by a Redwood cut stamped, also found on both expressions' capsules.

The Redwood Symbol, an honest representation of their respect for the environment, artisanal methods, and the diligence of craftsmanship and detail, was crafted by a local artist using an actual Redwood tree cut.

The closure carries with confidence the new GR monogram, a modern seal of quality and commitment to excellence.



Flagship expression Germain-Robin and Germain-Robin XO have been released in limited runs of 1,400 and 900 bottles, respectively.

"Germain-Robin was the first American brandy ever placed on the top shelf alongside the best cognac.", says Eric Entrikin, master sommelier. Germain Robin's new brandy was recently called "BEST OF THE BEST" by the Robb Report Magazine.

Credits

Executive Creative Director, forceMAJEURE Design
Pierre Delebois
Client Director, forceMAJEURE Design
Megan Bradley
Art Director, forceMAJEURE Design
Tim Devereaux
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