SEPHINA
Shaking up a world of tradition.
Sephina was the new kid on the block (cognac aisle) and constantly lost in the shadow of big-name, legacy players. They wanted a brand identity that honored their namesake, Josephine Baker. and carved a path for audiences to explore their new flavor palette. From secret shopping to interviewing bartenders and mixologists, I dove head-first into the world of cognac to learn how Sephina could shake it up.
The Work:
RESEARCH & INSIGHTS BRAND STRATEGY
BRAND STORY
BRAND IDENTITY
PACKAGING DESIGN
ROLLOUT DEVELOPMENT
The Opportunity
The brand’s namesake, Josephine Baker, was a woman who didn’t like the opportunities the world laid out for her so she carved out her own path in such a groundbreaking way you couldn’t not pay attention to her.
Sephina emulats this courageous and vibrant spirit bringing a whole new flavor profile into the cognac world. A sweeter flavor profile means it goes down smoothly no matter how you drink it whether that’s neat in a bourbon glass or mixed with a bitter and topped with a finish.
But it’s not enough just to be different. To really gain momentum in a market known for legacy players and emerging brands, they needed to captivate audiences the Josephine way.
The Challenge
The world of cognac is rich in history, culture, and status.
Cognac isn’t always in your liquor cabinet to drink, it’s in your liquor cabinet to be seen. When you pour a glass, it’s likely because you want to flex it, whether you’re enjoying an after-dinner Remy Martin at the country club or taking shots of Henny at the club. It’s the liquor of maturity, one that men turn to say that they’re a gentleman or just that they finally have some hair on their chests. It’s for making lux impressions poured at occasions and given as gifts.
Traditionally, cognac has focused its energy on talking to male-dominated audiences with unspoken rules on how to consume it. However, playing off their machismo means they’ve ignored the growing audience of people who crave more feminine flavors and experiences.
Sephina is an open invitation to enjoy cognac how you want to, not how you’re told to.
Sephina has the power to define a completely new relationship between cognac and consumers. Cognac could change from..
a drink of history to a drink that reflects today’s culture
a drink to flex to a drink to savor
a drink confined to a tiny glass to a drink of endless possibilities
Creative Direction: Fiercly Distinct.
Fierce, but not aggressive. We’re heartfelt and powerful.
Subversive, but not inflammatory. We defy expectations, institutions, and rules.
Bold, but not reckless. We’re confident and risk-taking.
Inclusive, but not a catch-all. We’re welcoming people to a category they didn’t think was for them.
The Solution
