Press Releases

Laurent-Perrier Launches a Fresh, New Face
Bold, Modern, Natural Imagery Illustrates Unique Characteristics of Each Laurent-Perrier Champagne.

September 2005

Sausalito, CA—Laurent-Perrier, the largest independent family-owned Champagne house, announces the launch of their new brand identity which reinforces its association with natural design, style and a commitment to the land and their terroir.  Laurent-Perrier turned to famed French photographer Jean-Baptiste Huynh to produce an iconographic series of photographs to visually represent each of L-P’s champagnes and their unique characteristics.  These images will be featured world-wide on all Laurent-Perrier packaging, in-store displays and promotional materials.

“This new imagery is the result of a significant investment in our brand strategy and positioning,” explains Yves Dumont, CEO of Laurent-Perrier.  “Laurent-Perrier is now the number three selling champagne in the world. This initiative strengthens Laurent-Perrier’s position as a luxury brand, whilst providing a clear differentiation from other champagnes.”

François Peltereau-Villeneuve, Vice President and General Manager of the United States subsidiary, adds, “Laurent-Perrier has always dared to be different, and this fall we have taken a bold approach to visually illustrate the singularity of each of our champagnes and their unique aroma and flavor characteristics through modern art.”

Huynh’s photographic series draws on nature to translate the different aromas and flavors of each of Laurent-Perrier’s champagnes. For example, Huynh chose a tulip to visually illustrate the style and character of Laurent-Perrier Brut L-P – crisp and elegant with a strong underlying structure and a silky smooth mouth-feel. He also photographed a peony to represent the Cuvée Rosé, a seashell for the Laurent-Perrier Ultra Brut, a butterfly for the Vintage Brut and the calla lily to represent Laurent-Perrier’s elegant prestige cuvée, Grand Siècle.

An Interview with Jean-Baptiste Huynh

How did your collaboration with Laurent-Perrier start?

Yves Dumont, Stéphanie and Alexandra de Nonancourt, accompanied by Jean-Marc Piaton of M+associés design agency, came to me and suggested I work on creating a new image for Laurent-Perrier and its champagnes. I wanted, beforehand, to taste the wines with Alain Terrier, the chef de cave. I was very impressed by the clear way he described how each wine inspired him. He was talking about senses: the nose, the eyes and the mouth. He pointed out specific fruity flavors, floral characteristics and woody notes. I listened, amazed by this gustatory journey. I was completely won over by his sensual description of each of the champagnes.

What were your feelings towards Laurent-Perrier?

The successful union of Laurent-Perrier’s family values, tradition, independence, luxury and craftsmanship, seduced me. I share, with Laurent-Perrier, their taste for elegance, sensuality, strength and balance, which is reflected in my photographs.

What made you choose flowers to illustrate the champagnes?

I looked for images most suited to the different champagnes and when I tried to translate their tastes and aromas through photography, complex new sensations surfaced. There are so many emotions created by each of these champagnes that I intuitively turned to nature to reflect their unique characteristics. The first and most obvious choice was the tulip for the Brut L-P, then the Cuvee Rosé led me to the peony while the seashell was the perfect choice for the Ultra Brut. Flowers are wonderful metaphors for champagne. What creature, what object could be so perfectly associated with aroma and grace, elegance and balance?

Was working with Laurent-Perrier different from your other projects?

I didn’t change how I worked when I tackled creating imagery to adequately represent the complexities and nuances of each of the Laurent-Perrier champagnes. I proceeded in exactly the same way as when I work in Japan or Mali. There is no difference in taking a picture of a lotus flower in India to illustrate a book cover or a tulip to represent Laurent-Perrier’s Brut L-P. I look at things just as intently. I look for the same luminosity whether I am in Benares or Tours-sur-Marne.

I appreciated the fact that Laurent-Perrier trusted me to work as I normally do, because I am miles away from the world of advertising. I had carte blanche to match a taste and character with a beautiful object or creature from nature. It is very rare for an artist to be given such freedom and trust.

About Laurent-Perrier Champagne

Founded in 1812, Laurent-Perrier has grown to become the largest family-run Champagne house, and one of the most esteemed. The House of Laurent-Perrier offers a wide range of fine Champagnes, including Brut L-P, Cuvée Rosé Brut, Ultra Brut, Demi-Sec, Brut Millésimé 1999, Grand Siècle Alexandra Rosé, Kosher Brut, and Kosher Rosé.