Ryan Partnership approached us to create the campaign identity for Jay-Z’s new luxury cognac line from Bacardi. Our primary design challenge for D’USSÉ was to find an aesthetic territory that was fresh and modern while still feeling timeless and ultra-premium. A secondary challenge was the application of the Cross of Lorraine and allowing it to transcend the obvious religious connotations into a specific connection to D’USSÉ.
We decided not to hide or muddle the Cross of Lorraine. Instead we gave it room to breathe and established a restrained layout system resulting in a confident and distinguishable identity.
We left the agency with a very strict set of guidelines. The system, although minimal, needs to be followed carefully to create a unified and ownable campaign identity. The identity has been brought to life through packaging, events, set design, and marketing.