Courvoisier
Young Emperors
The Chinese luxury consumer craves a level of prestige and romantic storytelling that requires brands to be at their best. This project explores how to create the most impact while remaining at the core of the brand story.
Emperor
As Napoleon on the throne, COURVOISIER is the crowned Emperor of Cognac, lavished in laurels and awards for its ultimate prestige accolade in excellence and quality.
COURVOISIER is bound to Royal lineage as the imperial Cognac of choice by Napolean, and France. Regal, powerful, successful, COURVOISIER embodies the highest status of French prestige.
Young Emporer
The Chinese millennial luxury consumer
– also known as “Young Emperors”–
search for the quintessence of luxury
and excellence.
Courvoisier represents a romantic Western Europe sense of prestige that is desirable to this consumer.
French Prestige
The “Young Emperors” place a premium on concrete, externally-validated goods, and symbols, looking for more tangible cues of luxury.
As an Elite, they only expect the best and look for status cues to convey a mature, confident, sophisticated, and masculine image.
Exploration
The concept exploration considered a range of ways to express the Emporer Napoleon and the sense of French cultural icons as a whole.
Work
ZICO COCONUT WaterProject type
Enfamil ChinaProject type
Downy DefyProject type
CourvoisierProject type
BambooProject type
OXO UpliftProject type
MIOKraft
Mr. CleanProject type
OXO SHOWER CADDYProject type
GoogleProject type
AUTOARTS COLLABORATIONProject type
Beam SuntoryProject type
ExtraProject type
Contact
Phone: 646-241-3216
Email: paulfdiehl@gmail.com
© pauldiehl 2022
director of industrial design
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