Dussé 1969 Anniversaire Bottle

Feb 17

Packaging Design, Advertising & Product Launch

D’Ussé Cognac is a joint venture between Jay-Z and Bacardi. At the time of our introduction, the brand had two offerings: a VSOP (SRP $60) and an X.O. (SRP $250).

Nine months before Jay-Z’s 50th birthday, the D’Ussé brand team asked us to consult on the design and packaging of a new luxury Cognac. The plan involved securing a 50 year old barrel at the Chateau in France, from which we’d create a super exclusive X.X.O. limited edition offering to launch at Jay’s 50th birthday celebration.

We were asked to design fifty numbered decanters for a variety of promotional initiatives, including gifting at the rap icon’s 50th birthday, key press partnerships and various promotional campaigns. Additionally, two hundred individually numbered decanters were slated for retail at $12,000.00 each.

Our artistic vision was focused on crafting an exclusive experience: A bespoke crystal decanter unique to the D’Ussé brand, yet fitting within the aesthetics of the existing family of D'Ussé premium cognacs. To house the decanter, we also designed secondary packaging, drawing upon D’Ussé’s 200 years of heritage. An ad campaign boldly featured the new decanter and tied the irreverent nature of the brand’s owner back to the prestige and heritage of the brand’s roots at the Chateau in France.

The first bottle was auctioned at Sotheby's for $52,000, which happened in conjunction with an outdoor and print campaign as well as off-premises displays featured at exclusive hotel locations and Art Basel.

The 200 decanters sold out immediately at retail, currently sought by collectors in the aftermarket.