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.

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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.

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‘Portrait of Emperor Napoléon I Bonaparte’, c1804. Artist: Francois Pascal Simon Gerard
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Exploration

The concept exploration considered a range of ways to express the Emporer Napoleon and the sense of French cultural icons as a whole.

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Work

CourvoisierProject type

ZICO COCONUT WaterProject type

Enfamil ChinaProject type

BambooProject type

OXO UpliftProject type

MIOKraft

Mr. CleanProject type

OXO SHOWER CADDYProject type

GoogleProject type

Beam SuntoryProject type

ResumeProject type

ExtraProject type

Contact


Phone: 646-241-3216
Email: paulfdiehl@gmail.com

© pauldiehl 2022
director of industrial design

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