The previous Mouton Cadet identity and packaging was not making any sense to the young generations.
« It’s like in the theater, the curtain goes up, but the stage is empty » was the key insight shared by every consumer in any country.
Time for the N°1 Bordeaux brand worldwide to make a step change while keeping its distinctiveness.
By creating an iconic “image” of the brand name (which means the youngest sheep) echoing the grapefruit, the new design re-establishes the brand in the vineyard with her outstanding pedigree. Most of the drinkers are now convinced this label is The One that never changes.
With Lewis Moberly London.