Client: St-Germain / Bacardi

St-Germain was about to launch the world’s first artisanal elderflower liqueur without the world’s biggest budget to do said launching. We knew the key to success was creating a compelling visual language that generated excitement and word of mouth.

Since it was a cocktail ingredient, we focused first on key influencers: bartenders in the world’s hippest bars. We developed the creative direction “La Vie Parisienne en Bouteille” (Paris in a Bottle), blending Art Nouveau-inspired imagery with a playful “Frenglish” voice. This delivered a stylish, international ethno-mixologist style, merging authenticity and hipness in everything from the identity to point-of-sale.

Despite its premium positioning (or maybe because of it), we showcased St-Germain’s versatility by featuring interesting cocktail recipes in nearly every communication. Since launch in 2007, it has grown rapidly and been embraced by cocktail culture both here and abroad.

Originally created by an independent entrepreneur, St-Germain was later acquired by Bacardi USA.