Already established as one of the world’s leading cognac brands and heartened by its successes in Asia, Martell wanted to pursue its expansion strategy in the universe of luxury. To this end, it decided to launch an ultra-premium product that would embody the essence of Martell cognacs and capture the spirit of the brand in the eyes of select consumers.

To compete with two key rivals, Remy Martin’s Louis XIII and Richard Hennessy, l’Or de Martell had to achieve four things: Embody the soul of Martell cognacs as well as the essence of a brand with “an inspired and independent spirit”,Respect the codes of ultra-premium cognacs and be a credible alternative to products that had already established a rich heritage and high-quality image,Find a new way to address extremely demanding consumers in search of status and distinction, embracing a wide range of cultural values (Russia, the US and China), Be in continuity with the brand’s premium developments – Martell XO and Martell Création Grand Extra – and clearly reflect the up-market shift.

Working with a unique product, exceptional from every standpoint and incarnating the savoir-faire acquired and developed by the brand over more than 250 years, the agency wanted to make L’Or de Martell the culmination of Jean Martell’s unending quest for innovation.Dragon Rouge saw the cognac as a blend of exceptional know-how, taking its inspiration in the "Siècle d'Or", and ornamental detail that evokes perfect harmony. Designers started with the concept of the Golden Number and came up with a decanter fashioned from pure crystal in which the precious liquid is concentrated in one tear drop shape, supported by an arch embellished with golden “Martell” arabesques. A stopper also featuring “pure Martell” graphic elements gives the bottle a semi-circular shape that only enhances its balance and voluptuousness. A creative and technical feat in and of itself, the decanter was developed in close cooperation with the Cristallerie de Sèvres glassworks. The casket expresses all of the brand’s sophistication (taupe colored fabric with a metallic finish and emblazoned with the l’Or de Martell identity), and emphasizes its value as a gift, an all-important factor in Asia. First launched in the US and now available in Asia, this unique cognac is already a huge success across the world.