.What I Did

Research/Branding Strategy/Naming/Physical and Digital CX/Architecture Strategy/Advertising Strategy

.The Situation

Cdiscount—part of the Casino Group—is a major French e-commerce player and the leader in online alcohol sales. We accompanied them as they took their first step into the brick-and-mortar space.

.The Main Truth We Discovered And Used

Even though France is the country of wine and many great spirits, 7 out of 10 French people say they don't know anything about it. This situation has been exploited by old-school wine cellars and their salespeople—the ones who try to sell off bottom-shelf wine as premium vintages by using fancy words and positioning themselves as fake "experts."

La Nouvelle Cave breaks all the conventions of French wine cellars and liquor stores by focusing on helping the "non-connoisseur" not feel intimidated by the alcohol universe and to choose the right bottle.

Visually, no wood or cork walls—just a modern pink-pastel ceiling and a gigantic 42-foot-long marble counter running the breadth of the shop, serving as both a bar and store checkout.

The customer experience becomes more accessible and transparent thanks to fun and helpful tools that allow customers to understand more about wine and reconnect with the pleasure of choosing the right bottle:

• Digital sommelier directly on your smartphone (Web App)

• Self-service enomatic dispensers to taste wines

• Cdiscount customer reviews displayed in store

• "Pastilles Gustatives": signs that define the tastes and aromas of wines and spirits