The Cointreau distilleries were set up in 1849, and by 1875, Edouard Cointreau had developed a liqueur the crystalline robe of which was a major novelty of its time. A perfect blend of sweet and bitter orange zest became the top note. Dragon Rouge had already successfully repositioned the brand and overhauled the design, allowing Cointreau to reestablish itself as a major spirits brand. Cointreau thus decided to continue its partnership with the agency.

We had to move Cointreau even deeper into the prestigious world of luxury spirits, notably by giving it more of a contemporary feel but without calling its legacy into question. At the same time, appeal to a new category of spirits consumers: women.

Dragon Rouge opted for minimalism, to stay in step with trends in the spirits market, and especially products that are the most popular with women (vodkas, for instance).
The seal and label were simplified, the brand typography rounded, the label made minimalistic. A new design to support the brand’s development in a universe that had become more urban and trendy, notably since the successful introduction of the “CointreauPolitan” theme.