Time as an emblem

Founded in 1757, Maison Abelé, the fifth-oldest Champagne House, has embraced time as its ally and a source of inspiration, an emblem at the heart of its tranquil cellars dug into the chalk. Its artisanal expertise forms a bridge between the present and the future. This story of the flowing time gave birth to the new brand signature and communication campaign created in 2020 by Megusta.

Following this relaunch, the agency was tasked with identifying and establishing a collaboration with a brand that shares the same values and enjoys significant public recognition, all with the aim of enhancing Abelé 1757’s visibility.

After a meticulous search conducted by the agency and the presentation of several ‘candidates,’ Abelé truly found a match in the brand Le Tanneur, founded in 1898. Le Tanneur designs noble and essential bags and accessories, thereby sharing the same vision of enduring quality and the significance of time. Each of these Houses excels in its respective domain. They have come together around a common value, time, and a creation where patina serves as the signature, whether it’s in wine or leather.

This collaboration resulted in the creation of a timeless small leather goods item: a full-grain leather cardholder adorned with the signatures of both Houses. Additionally, Abelé 1757 Brut perpetuates the style with a precious gift box, suitable for both giving and receiving, designed with a timeless aesthetic.

Whether for fine champagne or a leather accessory, the precision of craftsmanship and attention to raw materials and finishing details remain paramount. 

AREAS OF EXPERTISE

Brand strategy
Operational strategy
Limited edition
Promotional packaging
Brand speech