Responses by Cognac.

Background: Cognac is a unique spirit known worldwide thanks to its quality and authenticity; it can only be produced in the Cognac region of France in a specific terroir and using expertise that has been handed down generation to generation for more than three centuries. The new website showcases the many ways of consuming cognac, the wide range of cognacs available and their success in the export market, the magnificent landscapes of the production region, and the dedicated men and women who produce the spirit—as well as the values and commitments of the entire industry.

The site’s target audience is groups who are familiar with the product and will help promote it, including connoisseurs, influencers, journalists, wine and spirits professionals and producers, chefs, sommeliers, importers, distributors, and any other groups likely to influence cognac consumers. Some of these trendsetters even contribute to the Culture Cognac webzine.

Larger promotional campaign: The Cognac Interprofessional National Bureau (BNIC, Bureau National Interprofessionnel du Cognac), who published this website, conducts business-to-business and influence campaigns for cognac in several countries, including the United States. This new website will be beneficial to the US campaign, which is renewed every three years and is funded by the European Union, for the most part.

The site also enhances public knowledge by creating an image of cognac in line with its real identity—its true DNA. The new comprehensive content—videos, animations and infographics, among others—can be used to improve training programs and enhance social media, thus boosting our reputation. In particular, journalists can benefit from easier access to all our recent news and events.

Design core: We chose a refined, contemporary design to remind visitors that, while Cognac finds its origins in age-old traditions, it has always been at the heart of innovation, developing new practices and consumption methods in keeping with the times. The design is respectful of cognac’s high-quality, authentic character and meticulous production methods. This attention to detail is highlighted by our precise content and elegant watercolor illustrations.

Favorite details: The watercolor illustrations painted in bright colors reconcile tradition with modernity. The photos were also carefully chosen to express the very essence of cognac, along with its culture and values, to visitors from all around the world who may not be able to visit our region. We found the cocktail visuals particularly entertaining since the glass gradually fills up as you scroll down the recipe, and the “cognac aroma wheel” is very insightful. Last but not least, the faces and hands of the men and women who were filmed or photographed for the site and proudly produce this outstanding spirit.

Challenges: Preserving the wealth of information from the old site while simplifying the layout and promoting our product and culture. We also wanted to offer a smooth user experience in light of the sheer amount of information on the website about our appellation and history while finding the perfect balance between tradition and modernity.

Time constraints: The site was produced in the same way that cognac is made: by taking our time to reach perfection. We spent one year designing our new communication strategy and logo, one year analyzing the various challenges and outlining the specifications for a call for tender, and one year drafting and developing the content. The end result is exactly what we wanted and expected.

Navigation structure: Initially, we designed the interface for a mobile app in order to obtain an easy-to-use, efficient format. The aim was to fully immerse users in each section of the site; therefore, we chose not to display the menu on every page, letting visitors plunge into the universe of Cognac.