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A Perrier-Jouët brand identity to celebrate the night

Perrier-Jouët was looking to make an impression on young urban Americans with a luxurious new sub brand.

Our core brand thought ‘ignite the night’ fuelled our imagination for both brand naming and visual identity.

Nuit Blanche was born. A name that reflects its French origins, and hints to the night time drinking occasion. The name marries beautifully with a re-interpretation of the brand’s iconic hand-drawn anemone flower. This visual icon has been a brand beacon since Belle-Epoque artist Émile Gallé created it in 1902. Here it’s enjoyed a post-millennial update/facelift, and feels relevant and invigorated.

Since the soft launch in 2013, Nuit Blanche has stolen the show and grown its distribution in high-end lounge bars and nightclubs right across the US, and plans for a new rose variant are well on their way…

Stephen Bell, Executive Creative Director at Coley Porter Bell, sums up:

"We’ve created a brand identity that’s elegant yet edgy. It embodies all the classic champagne and Perrier-Jouët values, while clearly signaling that Nuit Blanche is new, young and different."