What is premium? The tendency when creating a premium brand is often to add more, over embellish and over create. Think of any timeless, high-end, premium product or form – architecture, fashion, high-end food, furnishings, cars… all understated, sophisticated, minimal and elegant. They don't have to ‘try’ to be premium, they just are. It was this fore thought that started Studio Guild on the journey to create an ultra premium sparkling brand.

The name ‘Toujours’ translates to ‘ever and always’, which began our strategy of long lasting and timeless. The choice of the unexpected, slender oval-shaped bottle was to create a bespoke, sculptural appearance. We wanted the consumer to do a double take when viewing this for the first time. The look is elegant, textural and sophisticated. Working with the infinity symbol was the next step in our strategy to tell the story of ‘forever’.

The symbol features front and centre and by creating an interesting label shape, it’s hard to not pause, and take a moment, when on shelf. This infinity symbol continues as a decorative background, highlighted with embellishments of blind emboss, matt high-build varnish and gold foil, all dancing in time with the beautifully textured stock.

The addition of the unusual long neck label was created to give producers a more practical, but impactful, alternative to a branded hood, which typically comes with long lead times and large orders. It is both beautiful and functional. Adding to the story detail we have repeated the infinity symbol as the closure but to also make every view of the bottle considered. 

‘Toujours’ is part of the ‘Find my Flavour’ series Studio Guild created for a leading printable materials distributor, Ball & Doggett. The outcome needed to inspire and engage agencies, studios, creatives and brand owners working within the drinks industry about the capability of the label facestock. In such an over-crowded market, we embraced the opportunity to think outside the box, educating brand owners on the positive impact this can have on consumer engagement – be brave or stand still!