Prince Gyasi on Designing the Martell Afrobeats Limited Edition

Prince Gyasi describes designing Martell’s Afrobeats limited-edition bottle as a way to bring the genre’s origins and contemporary expression together. He drew inspiration from the sea—especially fishermen’s rhythms, waves, ripples, and coastal landscapes—and combined these with patterns, gold, and the butterfly, which he uses as an image of Africa.

Design Ideas and Creative Process

• Bridge different eras: Gyasi considered the distinction between Afrobeat and Afrobeats, then brought references to both together so the design could speak to different generations.
• Use symbols with layered meanings: A swirl can suggest a wave, a musical note, or a pulse. The butterfly and its forms can evoke life, growth, and longevity.
• Build a visual language from elements: Rather than relying on words, he used imagery and patterns to suggest the stories behind the music and the bottle.
• Work through collaboration: Gyasi describes finding a shared language between his artistic vision and Martell’s while working within the brand’s guidelines.
• Value intention and patience: The project took about a year. He connects the careful, detailed design process with the time and craft involved in making cognac.
• Extend the design beyond the bottle: He also worked on a limited-edition capsule collection, which he describes as a particularly open creative space.

Creators and Contributors Mentioned

• Prince Gyasi — visual artist and Martell creative partner.
• Ivie Ani — host and Martell Cognac Ambassador; the subtitles render her introduction as “Ifeanyi.”
• Tony — Gyasi’s manager, who brought him the opportunity.
• Femi Kuti and David — musicians referenced in the discussion.