Cognac rebrands with new visual identity

The BNIC (Bureau National Interprofessional du Cognac) has unveiled a new visual identity for the Cognac appellation, including a new logo across all of its promotional materials.

The new logo and branding was developed by the BNIC in partnership with Cognac winegrowers and Negoiciants and unveiled on 14 November.

Together, they chose a proposal from Be-Poles Studio, an agency based in Paris and in New York City, devised using a brief developed by the BNIC.

“We chose an inspiring identity…just as Cognac is inspiring,” said Vincent Chappe, member of the standing committee of the BNIC and President of the Communication Commission.

“It is both bold and flamboyant, illustrating a beautiful story about the Cognac appellation. The identity represents all the contributors who, together, produce our most proud creation; Cognac.”

The Cognac production area covers the Charente-Maritime, a large part of the Charente and some smaller parts of Deux-Sèvres and the Dordogne.

It was officially defined as a region in 1909. Bordering the ocean and crossed by the river Charente, the land is characterised by gentle hills and valleys and is composed of 6 crus with limestone or clay soils.

It is hoped the new identity from the BNIC will “reinforce the image of a product with a guaranteed origin and authenticity and reaffirm its role within French vinous and gastronomic know-how,” said Claire Caillaud, BNIC director of communication.

“Authenticity, heritage and terroir are at the heart of the new identity; concepts that are central to today’s expectations of the current spirits market.”