Remarkable Glass and PET Shapes
When looking at a wine shelf, a connoisseur can easily tell Bordeaux from Burgundy by the bottle shape. Bottle shapes specific for certain regions are an homage to wine market traditions. But even this conservative sphere dares to conceive novelties. Thus Père Anselme of Châteauneuf-du-Pape and Jean Paul Chenet, the shape of which cannot be confused with any other wines, were created.
Brand self-expression, aesthetics and technical possibilities.
Bottle is the brand experience. It is something the customer takes in their hands.
As almost any shape can be physically realised, today most brands have their own individual bottles. When choosing goods, customers look for familiar or appealing shapes in the first instance, while other design elements are secondary. An individual bottle shape is not just a premium brands’ attribute, but simple yet urgent necessity.
It’s a weighty investment, and it may turn out hard to convince all stakeholders that it’s imperative. Moreover, there are much cheaper alternatives, say, buying one of those solutions offered by manufacturers. As it often happens, savings are fishy and guarantee no uniqueness. The key argument lies in the integrity of brand communications, for the bottle shape is as well a channel for brand broadcast. It creates a basis for differentiation from competitors, it is the first instance to make the product stand out on the shelf. The cohesion of brand positioning, design and shape is a precondition of brand’s success.
Notwithstanding the marketing and aesthetic importance of bottle shape, we approach the issue from the engineering perspective. Anyone can conceive good-looking yet physically unattainable shapes. We don’t do that, and it’s one of the reasons we engaged in spirits branding and design. Stopper rings, closures, bottle volume, glass weight and thickness are as important for us as for you and the manufacturer.