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.
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.
The Chinese millennial luxury consumer
– also known as “Young Emperors”–
search for the quintessence of luxury
Courvoisier represents a romantic Western Europe sense of prestige that is desirable to this consumer.
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.
The concept exploration considered a range of ways to express the Emporer Napoleon and the sense of French cultural icons as a whole.
ZICO COCONUT WaterProject type
Enfamil ChinaProject type
Downy DefyProject type
OXO UpliftProject type
Mr. CleanProject type
OXO SHOWER CADDYProject type
AUTOARTS COLLABORATIONProject type
Beam SuntoryProject type
© pauldiehl 2022
director of industrial design
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