Pernod Ricard, Pastis 51
Revive the emotional heritage and sustain the innovations of an iconic spirits brand : the Pastis 51 case

Pastis 51


A challenger on the anisés market, Pastis 51 made its way to the heart of all generations thanks to its convivial and optimistic personality, despite a difficult market situation. The long-term collaboration between Pastis 51 and CBA helped the brand to leap ahead with strategic and visual changes.

In 2007, CBA managed to give the brand its status back : the redesigned bottle shape borrows from the original and iconic carafe, using its large square-shouldered structure and its embossed branded banner. At the same time, the emblematic 51 number takes a central position within the completely overhauled graphic style, leading to a more modern, more lively and more stylized approach. This minimalist and pure shift pushes the brand towards premiumness.

For a couple of years, Pastis 51 put effort on innovation, to fight against the relative lack of interest from consumers for this category, and to attract a young adults audience, more open to discoveries. Recently, two new variants hit the shelves, with the help of CBA : Pastis 51 Rosé en 2013, with red fruits aromas, and Pastis 51 Glacial (Frozen) with mint, in 2014.

True vision

While being aligned with the heritage cues of the masterbrand, the challenge was to suggest a clear architecture of information, in order to set up each of these innovations on the market without losing the graphic style of Pastis 51. Texture effects and subtle plays on lights stress out the specificities of each new variant and precisely communicate on their unique tastes. 

Creative expression

The metallic-like labels stretch on the bottles to better help consumers understand the range. Attention to detail is key, and the metallic ring on the bottlenecks get constrasted to highlight the recipes. 

Pastis 51 Rosé plays on transparency : the unique colour of the alcohol shows off to attract. Details on the label are discreet, Pastis name is diminished to let the elegant and thin typo of "Rosé" be the star. 

Pastis 51 Glacial uses on the contrary the opacity of the glass to communicate the extreme freshness of the association anis / mint, strengthened by drops embossment on the bottle structure.

Key visuals have been created by CBA for each variant, with one thing in common : the iconic Piscine glass.

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