About This Project

The brief: Creating a crest illustration for a Cognac label.


The context: Tesco is a British multinational grocery and general merchandise retailer founded in 1924. London based brand strategists Parker Williams were commissioned to create the label design for the XO-Cognac of the quality sub-range „Tesco’s finest“. The XO contains a fine and elegant blend of Cru Cognacs, expertly crafted by the cellar master of the Brugerolle cognac house.


What I did: The design team asked me to deliver a crest like icon as a sign of ancestry and in order to emphasize a degree of cognac manufacturing competence, heritage and class. As a designation of origin, the distillery house is shown, beside 3 oaked barrels. Another goal was to design it as minimalistic as possible to be printable and recognizable in small scale.