Project type: Packaging Design

Every year on the Swedish national day Grönstedts release ‘Le National’, their flagship cognac of limited release of 1500 bottles.

Our objective was not only to design a premium product but to develop analog production techniques in order to deliver a truly special experience that would appeal to all five senses. The result is a bespoke box with a single, locally minted brass coin. Both box and bottle are individually labelled and numbered by hand. To lift the concept, a celebratory action is embedded in the destruction of the outer box label - by pulling the tarred hemp string and ripping the label the consumer is forced to destroy something beautiful in order to experience the product. By doing this a new tradition of celebration is born.

Le National longs for a world of romance and poetry. Johan Daniel Grönstedt, the original founder from the 19th century, is visualised in the center of the label baring goods across the sea from France, as though it was for the very first time. Le National reconnects to the origins of the brand and bridges a divide across two cultures. A cognac for those who seek the calmness of the night and shimmer from the sea.

2015 – 2016

Agency & role:
Design Director at NINE Stockholm

Client:
Altia Sweden