Dom Pérignon set out to reimagine personalisation through a lens of quiet luxury. Not as something announced, but something discovered. The ambition was to create an intimate gesture for the recipient without altering the iconic front label or disrupting the instantly recognisable silhouette of the bottle.
In a world where messages are often placed front and centre, the opportunity was to do the opposite. To make personalisation feel discreet, elegant, and almost secret.
That thinking became Dom Pérignon’s new personalisation offer, a subtle piece of theatre built into the bottle itself. At first glance, nothing appears changed. But with a gentle turn, a concealed shield is revealed. Designed to be broken open, it unveils a hidden message for the first time, folded into the opening ritual like a private moment.
Knockout was asked to envision the concept, craft the design, and define the technical framework that would bring it to life, ensuring every detail remained true to Dom Pérignon’s luxury codes.
We developed the mechanism and worked with specialist in-store print processes to define precise execution guidelines, including the hand application and finishing required within the most elevated retail environments.
Both concealment and reveal were treated with equal precision. A message hidden in plain sight, reserved for the moment it is finally uncovered.
The experience extended beyond the bottle itself through a ceremonial kit, complete with a tray holding all necessary components, elevating the act of personalisation into something considered, tactile, and precious.
Dom Pérignon’s new personalisation offer does not add noise. It preserves what is already iconic, while introducing an intimate moment that exists only for the intended recipient.
