Cognac brand gets artistic
RÉMY Martin is changing the way it thinks, leading with its VSOP variant.
You would think that a cognac brand would purely be focused on heritage and tradition, and in most cases you’d be right.
The premium cognac brand has partnered with Matt W Moore, a world famous American digital visual artist, to collaborate with and to introduce the next visual chapter of its age-old story. Going beyond mere packaging design, they have created a whole new graphical language for VSOP.
Nicknamed “MWM”, Matt W Moore is a man of many tastes and talents. Exploring these different facets of his life, not only is he an incredible artist, but also a brilliant graphic designer, a basketball enthusiast and true lover of France, the birthplace of cognac.
He became world famous for a digital-abstract style he calls Vectorfunk.
“Vectorfunk is the name I gave to the abstract digital artwork that I create using Adobe Illustrator,” says MWM, “Vector graphics are created by arranging points to create form, as opposed to raster graphics that are made up of pixels”, he says.
Through this unique form of kinetic art, he creates an incredible visual language that explores colourful geometric patterns and semiotics. MWM’s work is regularly exhibited across the world in the form of mural walls and sculptures to playground black tops. His list of collaborations include some heavyweight brands. Founded in 1724, Rémy Martin is the embodiment of Cognac fine champagne.
What is that, you may ask? Here’s the basic answer: There are six grape-growing regions in Cognac, and the two considered the best are called Grande Champagne and Petit Champagne.
A Cognac called “fine champagne” is made from grapes from both regions, at least 50% from Grande Champagne. The fruit of the prestigious regions of Grande and Petite Champagne, its cognacs hold outstanding ageing potential.
The exclusive selection of grapes that make up the heart and soul of cognac, combined with the inimitable know-how of the cellar masters, create a one-of-a-kind aromatic intensity.
In the same way that a cellar master blends different eaux-devie together to form a world class cognac like Rémy Martin, MWM’s visual narrative for the new VSOP introduces elements of discovery, blending, mixing and shaping. He inserts subtle clues, inviting the audience into an adventure of movement and mystery.
“My artistic intentions involved me delving into the brand’s key visuals by recreating the iconic centaur”, says MWM.
Celebrating MWM’s love for the Rémy Martin brand elements, an augmented reality app has been developed called ARt that works with local landmarks and icons. This app allows users to choose from a set list of MWM designs and through the augmented reality interface, add the animated designs to their surroundings, thus Matt Moorizing life around them.
Rémy Martin sees this collaboration as an opportunity to encourage its millennial market to take on a fresh perspective of the world around us.
“Matt has created a visual narrative that underscores movement and brings new energy to our brand,” says Augustin Depardon, Rémy Martin global executive director. “His work reaches out to a wide audience and tells our brand story from a novel point of view.”
A Rémy Martin VSOP Limited Edition bottle with a gift box is now available at major retail points worldwide, but only 600 bottles will be made available to the South African market. These bottles will be available exclusively from Norman Goodfellows stores in Gauteng, Durban and Cape Town.