Carlos I Brandy de Jerez has unveiled a complete packaging redesign, honouring its 135-year legacy while introducing modern vibrancy and premium authority. The refreshed identity spans the full portfolio, from Original to Imperial XO, balancing tradition with evolution to strengthen impact and relevance in the global premium spirits market.
Carlos I Brandy de Jerez, the 135-year-old Spanish icon, has unveiled a complete packaging redesign across its range, marking a new chapter in its storied history. The refreshed identity honours the brand’s deep legacy while introducing greater vibrancy, modern authority and premium presence across its portfolio.
The redesign, developed by Appartement 103, draws from Carlos I’s visual heritage to sharpen its stature and strengthen impact from the Original expression through to the cask finishes and Imperial XO. The new look reflects a balance of tradition and evolution, positioning Carlos I more firmly in the premium spirits segment.
Julien Zylbermann, co-founder at Appartement 103, explained: “Great heritage brands require delicate hands and brave eyes. It’s all about stretching and exploring the brand’s boundaries in pursuit of the right balance of evolution.”
This rebranding underscores Carlos I’s ambition to remain relevant to contemporary consumers while preserving the refinement and authority that have defined the House since its founding.
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