Krug

REINFORCING EMOTIONAL LINKS

FROM THE LAND TO THE CHAMPAGNE FLUTE

Challenge

Krug understands that the flavors we taste are enhanced by the sounds we hear. Their aim was to translate taste sensations into sound.

Krug needed a sonic logo so that local markets sound coherent across all touchpoints. They recognized that their sound would be as important as their dark cherry color, their signature brand colors, the aroma profile of their champagnes, and even their elegant visual logo. They aspired to reinforce their emotional connection with Krug Lovers from around the world.

Sonic identity

Sixième Son developed a unique creative concept for Krug: Passion and the luxury of time

The musical piece is inspired by the grape’s slow journey from the earth to the glass. It expresses the luxury of time through the different stages of viticulture from the earth to harvest, then to blending, and, finally, to the ready-to-experience creation heard in a tinkling sound suggesting a crystal champagne flute.

The sound creates a memorable sensory experience that could only come to life at the House of Krug: a collective creation, thanks to the collaborative efforts among the winemakers, musicians and sound experts.

Results

The sonic identity has been adapted to films, digital platforms, podcasts and even environmental sound design for the House of Krug in France’s Champagne Region.

– Audio sounds and signals to support podcast episodes

– Creation of a full sonic territory for the Pepper Single Ingredient (adapted from the sonic identity)

– Custom music score for a variety of films (Single Ingredient, Krug Encounters all over the world …)

Credits

CLIENT LEAD

Manon Le Nestour – International Marketing & Communication Project Manager
Alécia Pallier – International Brand Manager

 AGENCY

Michael Boumendil – President & Chief Creative Director
Laurent CochiniManaging Director
Anne-Sophie Moretti – International Project Director
Julien Goris, Vincent TurbéArt Directors
Alexis Mangou, Marion Combes, Ianis Mauraisin – Designers