Pernod Ricard, Pastis 51
2014
Revive the emotional heritage and sustain the innovations of an iconic spirits brand : the Pastis 51 case

Pastis 51

Background

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.

Share it !

Related projects
K by Kronenbourg
Carlsberg Group
K by Kronenbourg
La Maison Maille
Unilever
La Maison Maille

CBA Paris

96, rue Édouard Vaillant
92300 Levallois-Perret, France
Map

+33 (0)1 40 54 09 00
Email

© 2016

All Rights Reserved

CBA is a design agency.
It is composed of a network of 13 offices located across the globe, sharing the same mindset.
Our 305 professionals work passionately everyday on projects for more than 30 countries.

CBA Global en
CBA France FR / EN
CBA UK EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN / TR
CBA Middle East EN
CBA Asia Pacific EN
CBA US EN
CBA Latin America EN / PT / ES

Type your search and hit return

SUBSCRIBE TO OUR NEWSLETTER

First Name

Last Name

Your email

You will need to confirm your address to activate your subscription
By clicking "Subscribe" you will be agreeing to our privacy policy

Terms and conditions

LEGAL MENTIONS

This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€ Euros
RCS Paris
Headquarters : 96 rue Edouard Vaillant, 92 300 Levallois-Perret, France
Tél : 01 40 54 09 00

Director of Publication : Louis Collinet

This website was developed by :
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concern all CBA Paris entities. These companies are referred hereafter by the name « CBA Group ».

Property rights
Copyrights

All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or an element of this site without the written consent of CBA group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyrights
All named and logotyped brands and other distinctive signs which appear on this website are CBA group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with a writtent consent of their owners.

Links generation to www.cba-design.com
The website allows the set up of an hypertext link pointing towards its content, except using the technic of « deep linking », i.e the pages of www.cba-design.com should not be integrated within another website pages, but accessible through the opening of a new window.
This authorization should not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could tharm sensibility or cause public disorder.

Website editor 's responsibility
Website content :
CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the rights to amend, at any time and without notice, the content. However, CBA group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access :
CBA group companies cannot be held liable for any incovenience or damages related to the general use of Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites :
The site might include links to other Internet websites. Given that CBA group can’t control these sites, CBA group cannot bear the responsibility towards their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA group cannot be held responsible for any damages or loss related to a trust relationship to the content, goods or services availables on these sites.

Privacy policy
Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are aimed at the exclusive use of members and services of CBA group.

These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978.
It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a mail to :

CBA Fabien Godimus 96 rue Edouard Vaillant 92300 Levallois-Perret
or by sending an email to fabien.godimus@cba-design.com