role
Graphic Designer
timeline
2019 - 2022
tools
Adobe CC, Figma
client
sovereign brands
About the brand
Villon Cognac Liqueur brand owned by Sovereign Brands.
Villon is a premium spirit inspired by the rebellious 1400s French poet François Villon. Handcrafted in southwestern France, Villon features a smooth, complex blend distilled according to a secret family recipe. Its striking bottle design includes black glass, silver décor, and a snake medallion, encapsulating Villon's luxurious yet edgy ethos. Villon offers a uniquely indulgent sipping experience to enjoy neat, on the rocks, or in cocktails.
Objective
As lead designer, my objective was to develop a comprehensive range of visual assets to effectively introduce and market the new Villon spirits brand. I conceptualized and executed core brand identity elements like the logo and key visuals, bringing Villon's luxurious positioning to life.
Additionally, I designed vital sales materials including sell sheets, shelf talkers, case sleeves and shipper packaging to drive product adoption with retailers. To engage consumers, I also created recipe cards, gift packaging, a brand website and more refined touchpoints.
The full breadth of my work strategically positioned Villon in the crowded spirits category through consistent and impactful visual storytelling.
Key Visual
Extension
I conceptualized impactful key visuals for the launch of Villon, a new spirits brand. I focused on bringing the bold, luxurious brand voice to life through strategic use of colors, textures and graphic symbols.
After exploring numerous artistic directions, I proposed featuring a photorealistic python snake digitally composited around the bottle to vividly symbolize Villon's exotic allure. I art directed dramatic props and lighting in striking compositions, then photoshopped in the snake to create high-impact visuals.
Print Assets
I designed various print materials to support Deacon's sales and PR teams in building brand awareness and driving growth. These visual assets included sell sheets, shelf talkers, banners, press kits, and more.
Utilizing Photoshop and Illustrator, I conceptualized and produced the graphics from scratch, tailoring them to resonate with retail trade partners and media. The print materials effectively communicated Deacon's premium Scotch whisky positioning and unique brand narrative across key audiences.
Digital Experience
Project Brief
Villon was launched in Winter 2021, crafted in beautiful southwestern France, Villon is made from a closely-guarded, secret family recipe. Smooth, balanced, and complex, with luxurious aromas of vanilla, spice and toasted oak.
We need a way to incorporate all new information while making it easy to comprehend and find without overwhelming the user.
The Challenge: Create landing page that visually appealing while also ensuring that people can interact with it in a smooth and efficient way.
Design
The copywriter and I collaboratively laid out an outline for the information. We decided to organize Villon landing page content in 5 sections:
• Introduction & CTA - Provide call-to-action to purchase Villon Cognac in you state or country.
• The French Revolution
• The Blend - Learn about blend of Villon
• The Bottle
• Cocktails - Explore different ways of making best tasting experience of your preference.
This architectural design had a major impact on the quality of the user experience and allowed them to quickly familiarize themselves with useful information.
