The brand’s red ribbon, originally created in 1876 as a tribute to the Légion d’Honneur, has been updated with a more ‘intense, textured’ colour.
The red ribbon is used again on the neck label, while the eagle coat of arms has also been redrawn.
The new designs also feature more ‘regal and statutory’ typography, according to Brandimage, while the initials of the founder, Georges Hermann Mumm, have been made bolder on the label.
The new designs are rolling out across G.H Mumm’s entire classic range, which includes G.H Mumm’s Cordon Rouge and the latest 2006 vintage.
The new look will launch initially in France before rolling out to all G.H. Mumm’s international markets.