Majestic makeover

Founded in 1853, Louis Royer is a family-owned cognac house deeply rooted in the history of Jarnac. With its damp cellars along the Charente and its lush vineyards, this brand embodies authentic artisanal craftsmanship and an unwavering passion for the art of distillation. Every sip of its eaux-de-vie reflects the living heritage of Louis Royer, whose visionary spirit continues to drive the house’s quest for excellence.

With ambitions beyond its traditional stronghold in the Chinese market, Louis Royer turned to Megusta to reposition the brand and redesign its packaging to better meet the expectations of an international audience.

Following an in-depth audit of Louis Royer’s history, products, and brand identity codes, the agency developed a new brand platform that brings together the legacy of the past with the desires of today’s consumers. This repositioning, firmly grounded in the brand’s fundamentals, combines legitimacy with differentiation, providing a solid foundation for all creative thinking.

Every element was reimagined: the bottle shape, visual identity, colours, and various graphic assets. The result is a stronger and more legible brand, supported by a colour palette dominated by royal blue. An elegant monogram and the illustration of a historic building enrich the founder’s signature, creating powerful and reassuring visual codes.

The printing process also evolved, incorporating an eco-design approach aligned with the Maison’s CSR goals, while maintaining a premium appearance, thereby reaffirming the brand’s high-end positioning.

AREAS OF EXPERTISE

Brand platform
Brand architecture
Brand identity
Graphic guidelines
Structural design
Label graphic design
Box & coffret design