RuinartBrand content
As an iconic luxury champagne house, Ruinart has enlisted the Paris-based creative agency Bonhomme to support the launch of its new eco-designed packaging, created to reduce the brand’s environmental impact while preserving the aesthetic codes unique to its world. The goal is to raise awareness among audiences about this responsible initiative through a communications campaign that highlights both the packaging’s innovation and the lifestyle associated with the House.
Raising awareness without transforming the brand narrative
In the world of luxury and champagne, CSR issues require a particularly controlled approach. The challenge lies in integrating an environmental narrative without breaking with the desirability, elegance and emotional experience expected by the brand's clients.
To meet this objective, the luxury communication agency Bonhomme develops, from its Paris offices, a brand content campaign built around the different moments of an ideal day spent with Ruinart. The series of photographs showcases the gestures, uses and moments that accompany the product, from purchasing the bottle to the moment of tasting. This narrative naturally highlights the qualities of the new case while placing the product within an emotional world consistent with the codes of luxury and champagne.
Art direction in service of the brand's commitments
The studio designs an art direction and set design inspired by the Beau values championed by Ruinart. The compositions are built on the use of handcrafted objects and carefully selected second-hand pieces, extending the campaign's responsible narrative visually. Materials, textures and plays of light contribute to creating a warm, refined and authentic world, capable of reinforcing consistency between the product, the set design and the House's environmental commitments.
The content produced by the luxury marketing agency Bonhomme is designed to be distributed across the brand's entire communication ecosystem, notably social media, internal materials, newsletters and digital platforms. This approach ensures overall campaign consistency while strengthening the visibility and legibility of the CSR initiative among Ruinart's different audiences.
Results and Impact
The initiative makes it possible to:
- showcase the House's environmental commitments;
- strengthen the consistency between product innovation and brand image;
- develop a communication campaign aligned with the codes of luxury;
- produce brand content adapted to all digital touchpoints.
In Paris, Bonhomme, the luxury communication agency, demonstrates its ability to support champagne houses and luxury brands in designing communication campaigns capable of combining desirability, storytelling and contemporary issues, while bringing together art direction, photography and brand content.
Lucie L.International Brand Image Manager
Both proactive and attentive to the customer, I worked alongside a dedicated and meticulous team.