Project Introduction
In this unique project, I combine my passion for illustration with the exclusive world of Champagne. My client, City Champagne, discovered my work through my freelance website, where my illustrations of famous landmarks perfectly aligned with their vision for a new line of city-specific Champagnes. Inspired by the idea of creating a distinct Champagne for each major Dutch city, they approached me to bring this vision to life. Each label would feature an iconic landmark from the respective city.
The collaboration with City Champagne began with a phone call after they found me through the contact form on my website. This project, which started with the Dom Tower for Utrecht Champagne, involves not only the design of the labels but also supporting the launch with extensive marketing and PR campaigns in each city. This ambitious initiative, intended to expand to other European cities upon success, offers a fascinating challenge to integrate art and culture into the core of a luxury product. Each new design is celebrated with a special release, making these bottles more than just a beverage; they are a collection of urban art and stories.
Project Introduction
In this unique project, I combine my passion for illustration with the exclusive world of Champagne for City Champagne, who discovered my work through my freelance website. Inspired to create a distinct Champagne for each major Dutch city, featuring a label showcasing an iconic landmark, our collaboration began with a design for Utrecht Champagne, with plans to expand to other European cities. This involves not only designing the labels but also supporting the launches with extensive marketing and PR campaigns, making each design not just a beverage but a collection of urban art and stories, intended to integrate art and culture into a luxury product.
Reference Material
In preparation for this project, City Champagne was inspired by a variety of previous works I had published on my freelance website. Specifically, my drawings of the Dom Tower and other Dutch landmarks were identified as the ideal style for their new line of Champagne labels. Despite an initial attempt by an advertising agency to illustrate the Dom Tower, it did not meet the expectations of City Champagne, who desired a drawing that reflected the vibrant style of my earlier works. This led to the request for a completely new interpretation of the Dom Tower, preserving the quality and charm of the original drawings, and effectively capturing the essence of Utrecht on the Champagne label.
Material provided by the client.
Drawing of the Dom Tower that the client found on my website.
Another drawing of the Dom Tower that the client found on my website.
Other Dutch landmarks that I have drawn for previous clients.
Reference Material
City Champagne, inspired by my previous works on my freelance website, specifically chose my drawings of the Dom Tower and other Dutch landmarks for their new Champagne labels. Their first attempt through an advertising agency did not meet expectations, prompting them to request a new interpretation that remained true to the vibrant style of my earlier creations. This resulted in a label that not only preserved the charm of my original drawings but also effectively captured the essence of Utrecht.
Material provided by the client.
Initial Design: First design of the Dom Tower, including surrounding buildings from an oblique perspective.
Focus on the Tower: Second version with surrounding buildings removed for an unobstructed view of the Dom Tower.
Structure Correction: Adjustment for a straighter structure of the tower, following feedback on the previous drawing.
Alternative Perspective: Changed perspective to better display the gate on the left side of the tower.
Frontal View: Revised design of the Dom Tower from the front, with a view through the gate, for less detail and more focus.
Subtler Lines: Similar drawing with thinner line thickness for a less ‘busy’ appearance.
Final Design: Back to thicker lines with reduced details for a clear and simple presentation.
Drawing of the Dom Tower
At the heart of this project lies the meticulous evolution of the Dom Tower drawing, a process that encompassed both artistic finesse and careful client feedback. Starting with a rich, detailed representation including surrounding architecture, the design evolved to focus on the tower itself, stripping away extraneous elements to make the tower more prominent and clearer. Various perspectives were explored, from angled views that highlighted the gate to a frontal view that simplified the structure and strengthened the visual impact of the label. Adjustments in line thickness and detail level were made based on specific label requirements, with the final drawing reverting to a richer line but with less complexity, thus perfectly matching the luxurious velvet-like paper of the Champagne labels. Each stage of the illustration is carefully documented and presented to demonstrate the evolution and artistic considerations behind the final design.
Drawing of the Dom Tower
This project focused on the careful evolution of the Dom Tower drawing, where artistic finesse and meticulous customer feedback were crucial. The design began with a detailed depiction including surrounding architecture but evolved to focus on the tower itself by removing unnecessary elements for a clearer appearance. We explored various perspectives, from angled views to a frontal view that simplified the structure. The final drawing featured richer, less complex lines that better suited the luxurious velvety paper of the Champagne labels. Each stage of the illustration was carefully documented to display the artistic considerations behind the final design.
Labels
In this part of the project, the focus was on the design of the labels, an essential aspect that required as much attention as the illustrations themselves. After successfully integrating the Dom Tower drawings into the artwork of the labels, I was tasked with finalizing the label designs. In close collaboration with the Comité Champagne (CIVC), which enforces strict regulations on the use of the name Champagne, we developed a design that met all requirements. The final design was characterized by an elegant combination of white ink and gold foil on velvety black paper, giving the labels a luxurious appearance.
The labels for Utrecht-Champagne, and later those for Amsterdam and Rotterdam, are not only functional but also artistic. They transform each bottle into a collector’s item that reflects the essence and character of the respective city. The bottle in the photo alongside shows a dynamic display of the labels, revealing a total of twenty different versions. This visual presentation showcases the meticulous process of iteration and adjustment, an interplay of aesthetics and regulations, resulting in a series of labels that embody both the history and contemporary taste of each city.
Labels
In this part of the project, I focused on designing the labels, seamlessly integrating the Dom Tower drawings into the final designs. In collaboration with the Comité Champagne (CIVC), I developed labels that met strict regulations, characterized by a luxurious appearance thanks to a mix of white ink and gold foil on velvety black paper. The labels, from Utrecht Champagne to those of Amsterdam and Rotterdam, transform the bottles into collectibles that reflect both the essence and character of each city, with twenty dynamic versions that underscore the iteration and adjustment in the design process. This approach has resulted in a series of labels that express both the history and contemporary taste of each city.
Other Cities
Following the successful launch of Utrecht-Champagne during the city’s 900th anniversary, which garnered significant attention, Amsterdam became the next focal point with its Leidsegracht canal houses featured on the labels. Both cities benefited from extensive marketing campaigns that significantly increased local and international interest.
Recently, the series has expanded to include Rotterdam-Champagne, distinguished by the iconic Erasmus Bridge on the label, accompanied by an active PR campaign that highlights the city’s unique characteristics. This project is part of a larger ambition to design similar Champagne labels for more Dutch and European cities, each celebrating the city through exclusively designed labels that reflect local pride and cultural identity.
Other Cities
Following the successful launch of Utrecht Champagne during the city’s 900th anniversary, Amsterdam was next with canal houses from Leidsegracht on the labels, supported by extensive marketing campaigns. Recently, the line was extended with Rotterdam Champagne, featuring the Erasmus Bridge on the label and an active PR campaign highlighting the city’s unique characteristics. This initiative is part of a larger plan to create uniquely designed Champagne labels for more Dutch and European cities, each celebrating the local pride and cultural identity of the city.
Impact and Feedback
“We are extremely satisfied with the label design by René. As a token of appreciation for our collaboration, he also created a special CC emblem for us, which we deeply appreciate.”
Jeffrey Rundberg
Purchasing and Sales Manager
City Champagne B.V.
The launch of the Champagne labels has had a significant impact on the market. Thanks to robust marketing campaigns, the first three Champagne bottles — Utrecht-Champagne, Amsterdam-Champagne, and Rotterdam-Champagne — are already selling well. The recently introduced Rotterdam-Champagne closely follows the success of its predecessors, confirming that the combination of unique design and strategic promotion is crucial for success. This series not only strengthens the brand identity of City Champagne but also enhances the visibility and appeal of the cities they represent, leading to positive feedback and strong market demand.
Impact and Feedback
“We are extremely satisfied with the label design by René. As a token of appreciation for our collaboration, he also created a special CC emblem for us, which we deeply appreciate.”
Jeffrey Rundberg
Purchasing and Sales Manager
City Champagne B.V.
The launch of the Champagne labels, supported by robust marketing campaigns, has made a significant impact on the market, with successful sales of Utrecht Champagne, Amsterdam Champagne, and the recently introduced Rotterdam Champagne. These successes confirm that a unique design combined with strategic promotion is essential. The series enhances the brand identity of City Champagne and increases the visibility of the cities on the labels, leading to positive market reactions and strong demand.