Brand Identity, Packaging
With Le 5, l’Atelier Hotshop, SUZE introduces RACINES DE SUZE, a bitterness developed from gentian roots that are at least 25 years old.
RACINES DE SUZE: The intensity of the gentian to be mixed with creativity! Symbolic brand of French spirit for 120 years, Suze is an authentic alcohol, famous and recognized for its unique gentian personality that gives it its bitter and sweet taste so special.
RACINES DE SUZE is part of the wave of the return of authentic, and historical brands, with a prosperous past, and which are able to seduce an urban and trendy customer base.
By creating Racines de Suze, the brand seeks to honor the original recipe and to conquer all bartenders with a more intense recipe, ideal for cocktail mix.
RACINES DE SUZE, bitter at 36 °, was made from fresh gentian roots planted at least 25 years ago. The intensity of the gentian balanced by the finesse of citrus aroma, which is fruity, spicy, with an ounce of vanilla made from RACINES DE SUZE, a bitter base, ideal for the creation of cocktails.
To work on the new identity, the agency decided to focus on three aspects:
– Capitalize on vintage codes to honor the original recipe and the history of the brand.
– The emergence of the “Racines de Suze” brand to reinforce the difference with the “classic” Suze.
– The highlight of the 36 ° and 25 years old gentian roots.
