LVMH

A world leader in the luxury arena, LVMH represents 75 brands across six different sectors worldwide. Each brand forms its own Maison, where its unique identity is protected, but with access to the business’s wider resources needed to design, produce and market products and services within the LVMH standard of excellence.

The Brief

Asked to articulate the positioning and language of a newly formed Maison within the LVMH drinks family, which would unite the six spirit brands. The intention was to create a bigger internal presence for the spirit brands, helping them stand out amongst the better-known brandy and champagne brands, and to bolster their individual external market share. 

The team wanted to create an internal disrupter brand based on the concept of the pirate, with the caveat it would sit comfortably within the wider LVMH ethos, represent each of the individual brands equally, whilst ultimately providing more access to resources and talent across the business.

Research and Insights

After being approached by LVMH, I immediately leaned into my previous experience working with disrupter brands and began researching the wider LVMH culture, the six individual brands and the legacy of pirate history.

Learnings

  • A more nuanced approach to the ‘disrupter’ concept was needed to gain credibility within the LVMH internal brand.

  • The spread of demographics from decision-makers to talent would require the language to resonate with the motivations of both groups, sparking curiosity, engagement, and action.

  • Clarity of purpose, reinforced with motivating messaging, would be needed to drive sell-through.

The Solution

With the main goal of awareness in mind, I focused clearly and concisely on delivering a manifesto for the newly formed Maison. The manifesto included a definition of the Maison’s personality referred to as the Collective Spirit, the purpose referred to as the Statement of Intent, along with a set of values outlining how each brand would show up for the Maison.

Developing a language to be used throughout the manifesto and by the wider brands internally, I engaged with collective, rebellious themes alongside strident motivational phrases and wording. 

The Results

The final manifesto was shared amongst the brands, along with a range of templates to be used as the guiding force for all internal communications.

Statement of Intent

We, the six, are banding together to unify our voices, command better representation, bigger market share, and the pick of the best and the brightest. We push boundaries without fear, play without permission, operate without pretension, and lead without constraint.