Cognac is often perceived as distant, luxurious but untouchable, steeped in formality. Our strategy for Courvoisier aimed to flip that script. We built a full-circle system of on- and off-trade tools designed to bring the brand down to earth while elevating the moment, showing that premium doesn’t have to mean passive. On one side: a beautifully crafted cocktail toolset, minimal and modern in Courvoisier’s signature matte red, designed for new rituals at home. Each piece, from jigger to citrus press, sits in a bespoke wooden stand that transforms preparation into performance. On the other side: an off-trade campaign toolkit that weaves Courvoisier into holiday hosting, gifting, and self-gifting moments, meeting modern consumers where they’re already celebrating. From shelf displays and themed giftpacks to bottle coasters, table runners, and advent calendars, each asset was created to capture a different entry point into the season: the host, the guest, the truth-teller, the gifter. The design language walked the line between refined and warm, premium but not precious. And it all ladders up to one shift in mindset: cognac as part of the celebration, not just something to cap it off. Through visual storytelling, collectible moments, and tactile tools, we made Courvoisier not only visible, but desirable and relevant in both the aisle and the living room. This is what it looks like when heritage invites you in.