I had the pleasure and honour of being selected to participate in the LVHM Creative briefing experience. It’s a 24-hour project, where each designer is set an individual Brief on a chosen LVMH brand by a team of Brand Directors and top management staff. The creative output is open to any proposal (a new service, product, …).
The next day, in front of all the LVMH executives, we have to present, on an A1 size board, our creative ideas and processes. The project was about the prestigious champagne brand Dom Perignon, in the Japanese market, and specifically in the hostess club industry.
The team started to introduce the four parts of the brand DNA, with the emphasis of being the core of the experience. Then, they shared insights about three profiles of representative consumers: 5% wine lovers, 25% established leaders and 70% business strivers. An important characteristic to consider is the high-income segmentation as the primary market.
After the brief session ended, and before starting the Design Process, I decided to get some insight into the field, so I looked for a private club in Hong Kong, and visited the Kee Club. From this short field visit, I found out that there are a lot of private clubs around the world; not only are there local customers, but also people on business trips.
Starting from the Brand statement, market specificities and customer behaviour, I started to create a mindmap and moodboard about customer lifestyles and Japanese hostess bars, bearing in mind that the creative concept must have perfect cohesion with the Brand DNA: be a pioneer, exclusive, and offer a divine experience.
A sensual and mysterious KV will be the beginning of the campaign. It announces the coming launch of an exclusive Dom Perignon limited edition, only available in Japanese hostess bars. The design took as its inspiration the Dom Perignon iconic logo shape, with simplicity, enhancing the sense of discovery, packaging express masculinity, and luxury by the use of noble materials like leather.
A membership card is included, and gives access to a mobile application. The aim is to create an inspirational discovery experience, and provide specific information and services to the customer, for example, invitations to exclusive Dom Perignon events, worldwide private club directories where they can enjoy a Dom Perignon tasting experience, and a magazine dedicated to premier lifestyles and trends.