Born in an old perfumery in Grasse, South of France, Comte de Grasse creates sustainable luxury spirits by combining modern distilling methods with traditional perfuming extraction techniques. The founders aim to imagine the spirits of tomorrow keeping Provence in their minds, hearts, and close to their palates. 44N Gin was the first product launch and chapter of this unique story. Our goal was to create a brand or a new Rose Vodka, pursuing Comte de Grasse’s path of innovation while staying true to the house’s main pillars: The South of France: its culture, lifestyle, elegance, and flavors; Science: a distillation method inspired by perfuming extraction techniques
Even though we were launching a new product, it belonged to the same family. Our design had to reflect this continuity. Both the vodka and rose categories are crowded, so it was essential for us to create a graphic disruption. We took inspiration from the fashion and beauty industry codes – we wanted 06 Vodka to be chic, sleek, and iconic, with a robust identity. At Comte de Grasse, numbers always have a double meaning: 06 stands for the Alpes-Maritimes department, where outstanding Rosé wines are produced, and it’s also the brand’s concept, « 6 PM En Provence ». In our case, the concept goes beyond marketing; it’s inherent to the product itself. 6 PM En Provence is the beautiful time when 06 Vodka Rosé brings friends together to enjoy a moment, the pleasure of time and place that only the Southeasternmost corner of France can offer. An occasion to share. Because this number is crucial to the brand, we designed it big, on a black label. The nude pink, inspired by makeup, combined with this intense black, gives a lot of charisma to the product. The black color is about 6 pm, this moment of transition between day and night. It’s chic and timeless. The shape of the bottle is feminine and modern; it’s inspired by the champaign world and evokes celebration. The closure is practical, sustainable, and is part of the identity of the Comte de Grasse house. It’s the same as the one of 44N Gin, but this time in a delicate rose gold. We are the only brand whose personality isn’t defined by the label or the bottle but by its closure. It's a unique attitude.
The first batch was a success. Our client launched a second batch for the summer with more investments in activation. The feedback is that 06 Vodka and 44N Gin compellingly echo each other. Together they embody a new kind of luxury spirit from the French Riviera.