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NEW PACKAGING DESIGN

NEW PACKAGING DESIGN Grégoire Noyelle

Grégoire Noyelle Liaoning technology and science publishing house

Liaoning technology and science publishing house


Grégoire Noyelle English Translation Alison CULLIFORD Chinese Translation I-Chun NOYELLE Chinese Proofreading Chia-Ling CHIEN Graphic Consultation Wijane NOREE Graphic Design & Layout Grégoire NOYELLE

/ Yuan-Shao LO


NEW Packaging Design


Preface - French Style Design by Gérard Caron www.admirabledesign.com

Can we talk about a specifically French style of design? Does the creativity of the French design agencies presented in this book reveal any major trends? Foreign journalists often ask me about the existence of a national specificity in the context of the famous "French touch". This must include design, particularly at a time when internationalism forces us to think globalisation. After all, in the case of industrial design, is not the line of a Lexus, a Renault or a Mercedes as likely today to have been designed by a creative centre in Los Angeles as in Paris, Milan or Tokyo! Their teams are composed of designers from all corners of the world… For all that, when talking about automobile styles most people still speak about "American", "French" or "Italian" cars without confusing them… but, all the same, would be incapable of defining them. Certainly, there are products with a universal design, Marlboro, Perrier, Nivea, Apple, etc. – but overall we maintain that design follows the expectations of consumers, and therefore expectations that vary according to the nature of the products. Which contradicts the notion of universal design! When it comes to packaging, this differentiation according to market is still more obvious, with exceptions like technological brands or cosmetics, which are virtually the same in Asia and Europe, with identical designs and packaging: Sony, Nokia, Lancôme, Chanel, etc.


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The situation is quite different when it comes to the world of food products, cuisine, cleaning products and health. These are the sectors in which cultural particularities are strong: the cooking trends in China, the United States or in Europe are considerably different. This can prove to be true between the different nations of a single region, as is the case between the European countries‌ and it comes down in favour of the emergence of national styles of design. I would add to this consideration that, as what goes around comes around, globalisation has given rise to the emergence of numerous local brands and products of which the principal attraction is precisely not being found all over the world! Can one then speak of a national style in the field of packaging? Yes, for several reasons. My travels have taught me to observe that the field of design that most follows consumer trends and social behaviour is, far and away, packaging design. It must be said that in advanced countries the rate of renewing packaging today is every few months to one year, while it was every two or three years in the 1990s! To come to the subject of this book, one can assert that French packaging corresponds to the lifestyles, hopes and dreams of the French. From there to defining the French touch is just a step‌


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Unless one could speak of a European touch? But I don’t think so. The lifestyle in Finland, for example, is a far cry from that of Greece or Portugal. Even the teaching of the arts and design in these countries, although it is tending to be more standardised thanks to the recognition of diplomas across Europe, is none the less still freed from this by the teachers of the different nations! Cultural references, the historical environment, vocabulary are some of the factors that, at the end of the day, produce creations that are Finnish, Greek or Portuguese. French design agencies do not escape from this phenomenon. Having directed agencies in France, Italy, Belgium and England, I’ve been able to observe creative approaches linked to national behaviour. The French agencies are characterised primarily by their organisation. The market leaders wield a lot of power: their staff range from 100 to 200, which is rare elsewhere. They generally offer a large palette of services under one roof: architecture, brand identity, packaging, publishing, web design and product design, as opposed to their Anglo-Saxon sisters, which are organised around a speciality. This cross-disciplinary approach to creation gives French designers a global vision, a kind of maturity, in the creation of packaging; but also in "branding", that is to say of the brand in its functions aside from those of packaging: promotion, derivative products, communication, etc. This can go as far as the shop front of the sales point or concessions. Here is another key for understanding French packaging design…



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France being one of the rare countries of the world where the notion of taste is a veritable culture, food packaging is a rich and particularly creative example. Here the designer will always find the best angle, the accessory, the colour that will make the product stand out the best. Attractiveness forms part of it, of course, as with the work of designers in other countries, but there will also be a "little bit extra" thanks to the incredible French gastronomic culture… another important key for understanding the "French exception" in the field of packaging! One important point remains to complete our explanation of the French touch: taste, fashion and luxury products, with brands such as Louis Vuitton, Dior, Chanel, Dom Pérignon, Hennessy, etc. The inheritors of a long tradition of master-craftsmen serving kings and emperors, French designers, at least the most cultivated of them, have an inexhaustible source of creativity and inspiration from which to create packaging with the most luxurious codes in the world. Other countries also have a tradition of prestigious craftsmanship, but few have been able to develop brands with worldwide prestige, like French designers. Design must lean on historic creative foundations to communicate authentic values to the consumer. The French design agencies know how to use this unique resource. I hope that reading this book will be the occasion to discover not only these agencies, original creations and new ideas, but also a culture, thanks to this new media, which expresses the lifestyle of a country far better than economic statistics: packaging design.

Gérard Caron, who founded the Carré Noir agency in 1973 with three friends, is one of the pioneers of French design in the international sphere. Under his directorship until 1998, the agency opened offices in five countries and designed numerous packaging, visual identity/branding and store concepts. He also co-founded the Pan European Design Association and Enseignes d’Or, is the author of several books published in France and Japan, and is a spokesman at international seminars and in the media. Since 2004, Caron Design Network has encouraged exchanges between Japanese companies and French design agencies. In parallel, Gérard Caron runs Admirable Design, a website created in 2005, and is president of Pentawards, the annual awards for international packaging design.


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Contents 22 23

Issima Happylogy

Guerlain

S

Escada

24

Del Mar Prestige

25

Eau de Minuit

Baldessarini

Lolita Lempicka

26

Tender Touch

27

Baby Touch

28 29 30 31 32

Burberry Burberry

Elegance

Lacoste

L

Lolita Lempicka

Essential

Lacoste

eau d’issey pour homme Issey Miyake

Beso

Agatha Ruiz de la Prada

33

Espoir

34

Very Irresistible

Espoir/Amore Pacific Givenchy

35 incanto

Salvatore Ferragamo

36 insolence 37

Guerlain

Inspiration

Lacoste


PERFUME 38

Christmas Event

54

zegna & ducati

80

39

Elle

55

Insolence Christmas Event

86 chez moi

40

Au Masculin

56

F by ferragamo

90 fragile

Banderas Spirit

57

L’Instant Magic

96

42

Miniature Edition

58 apparition

104 Kingdom

43

Connect

59 trouble

110 Z

CHRistmas 2007

60

Blossom

61

Pour Homme

62

Davidoff Cool Water waves

64 castelbajac

X’Ray Edition

65

F-Man

Swingblue

66

Summer 2007

41

44 45 46 47 48 49

Guerlain

Paco Rabanne

Lolita Lempicka Puig

Jean-Paul Gaultier Esprit

Jean-Paul Gaultier

Espoir/Amore Pacific Espoir/Amore Pacific Coty

Jean-Paul Gaultier Espoir/Amore Pacific

67

51

Rose Divine

68

I’m Going

69

52

Isabel Derroisné Puma

53 ungaro

Emanuel Ungaro

Guerlain

Salvatore Ferragamo Guerlain

Emanuel Ungaro

50 apparition Homme Emanuel Ungaro

Ermenegildo Zegna/Ducati

Boucheron

Fun by espoir

Espoir/Amore Pacific

Roxy

Interparfums

Eaux d’été

Jean-Paul Gaultier Castelbajac

Espoir/Amore Pacific Jean-Paul Gaultier

Insolence Limited Edition

Guerlain

Miniature Valentin’s Day Issey Miyake

Luz/Pénélope Cruz

L’Oréal

70 gaultier²

Jean Paul Gaultier

Ultraviolet

Paco Rabanner L’Artisan Parfumeur

Jean-Paul Gaultier

TUMULTE

Christian Lacroix Parfums Alexander Mc Queen Ermenegildo Zegna

12 13


COSMETIC 120 Divinora

137 Dr Pierre Ricaud

121 DIFFERENTLY nutri-dermo skin

138 Nickel collection

122 Aquasenses

140 Terracotta

123 ADN

141 Rituals

124 Caudalie

142 Evian Brumi Limited Edition

125 Filorga

143 Jatamansi

126 Cinq MÕndes

144 Segreta

127 Méchier Majirel

145 Sérum Végétal

128 Fine-Fit

146 the service Station

129 eau d'espoir

147 Inositol

130 Gemology

148 small is beautiful

Guerlain

Lancaster

Lancaster

Yves Rocher Caudalie Filorga

Cinq Mõndes L’Oréal Kao

Espoir/Amore Pacific Gemology

131 Divine Bronze Lancaster

132 Clé des Champs Clé des Champs

134 Precious Sun Lancaster

135 Virginale Virginale

136 Laneige Laneige

Dr Pierre Ricaud/ Yves Rocher Nickel

Guerlain Unilever

Evian/Danone Waters L’Artisan Parfumeur Kao

Yves Rocher

Nickel/Sephora Yves Rocher Givenchy


ALCOHOL 158 Accent

176 grande tradition

196 Quest Cognac

160 Lucas Carton

177 Nicolas Feuillate

197 DELAMAIN’S TRAVEL

161 Gaspard, Melchior, balthazar

178 Coffret Charles Heidsieck

198 Héritiers

162 Wine

179 Clicquot Ice Jacket

199 rémy space

163 Les petites récoltes

180 Champagnes event

200 Canister Glen Turner

164 Wild Pig

182 clicquot Accessories

201 Ricard

165 Cépages

183 Champagne Krug

202 Mini Martini

166 Dunoyer de Ségonzac

184 Branding Moët & Chandon

204 Rhums Clément Aromatisés

167 Pago La Moravia

186 Triomphe Cognac

205 Rum Angostura

168 AOC range

187 Cognac XO

206 Suze

169 Caléis

188 Navan

207 Cherry O

170 Château de By

189 Coffret Delamain

208 Hot Connexion Boisset

171 Kerala

190 Ballantine’s Event

209 Liqueurs

172 V3+

191 lock box

210 g.h.mumm

173 Château Franc Mayne

192 Davidoff Cognac

218 ruinart events

174 Pétillants

193 Martell XO

175 Leffe Event

194 camus Cognac

Château Caillevet

Listel/Val d’Orbieu Kursner

St Gobain Emballage Nicolas

Gabriel Meffre Listel

Philippe Dunoyer de Ségonzac Ribera Del Duraton Nicolas

Fiée des Lois Greysac

Daedalus Direct Wines

Château Franc Mayne Listel

L’Abbaye de Leffe

Jaillance

Nicolas Feuillate

Charles Heidsieck

Veuve Clicquot Ponsardin Nicolas Feuillate

Veuve Clicquot Ponsardin Champagne Krug

Moët & Chandon Hine

Courvoisier

Grand Marnier Lapostole Delamain

Ballantine’s Hennessy Hennessy

Pernod Ricard Camus

Unicognac Delamain

Rhum Clément Rémy Martin

Glen Turner

Pernod Ricard Martini

Rhums Cléments Dugas

Pernod Ricard Cherry Rocher

L’Héritier Guyot L’Héritier Guyot G.H.Mumm Ruinart

14 15


SOFT DRINK 228 contrex

241 Linea

229 Saint Antonin

242 Smart

230 Vittel

243 Teisseire Syrup

232 badoit Christmas Event

244 Teisseire Barman

233 Badoit 2006

246 Ready To Drink

234 La Mini by Taillefine

247 Yop

236 Badoit Pack

248 perrier

Nestlé Waters

Saint Antonin Nestlé Waters

Danone Waters Danone Waters Danone Waters Danone Waters

237 La Salvetat Aromatisée Danone Waters

238 Badoit range Danone Waters

240 Gini Lemon & Passion Origina Schweppes

Lipton

Agrokor

Teisseire Teisseire Teisseire Yoplait

Nestlé Waters


PRODUCT

FOOD 256 Sève

269 Vinegar

286 Ripolin 500

258 Valrhona concepts

270 Champion Collection

287 Naturêva

259 Valrhona classic

272 le Cocktail

288 V33

260 Branding Lenôtre

273 Marie ready meal

290 R.A.G box

262 Turrón

274 Fromages Chalais

291 Vi’n&Ko café box

263 Cover Chocolate

276 conguitos

292 Magnum Photos Event

Sève

Valrhona Valrhona Lenôtre

Lacasa

Cacao Barry

264 La Cabane à Fruits La Cabane à Fruits

Maille

Champion/Carrefour Valcrest Marie

Valcrest Lacasa

Ripolin

Tollens V33

R.A.G Lingerie Vi’n et Ko café

Magnum Photos

294 Sens box Sens SA

266 À l’heure de

295 Fifi Award

267 Bernard Loiseau

296 cameleo

Picard Agis

268 carapelli EVENT Carapelli

Frangrance Foundation Psa/Peugeot

16 17


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

new PACKAGING DESIGN


Perfume


he use of perfumes dates back to the Sumerians, around 4000 years BC. All the antique civilisations were great consumers of perfume. Initially reserved for religious ceremonies as offerings for the gods, perfumes developed and spread into private use. Today, perfume still remains a rare and precious commodity. The haute couture houses are closely involved with the art of perfume. And there is an increasing tendency for famous ready-to-wear labels to link a perfume line with their brand. When one looks at the packaging, the issue hinges on the design of the bottle and the technological innovations that go with it. The bottle can be seen as a sculpture. It is a marvellous opportunity for designers to express their creativity. The purpose of the box is to protect the bottle – fragile by nature – while creating an obvious link with the original product. In the majority of cases the approach is different for each sex. We see more rigid forms and classic colours for men, and rounded forms and more varied colours for women. Some projects even play on the dichotomy by grouping together the perfume alter egos in a single project.


new PACKAGING DESIGN perfume

Issima Happylogy

Guerlain Guerlain Guerlain Guerlain ain Guerl Gua e nlir

Issima’s new brand was named Happylogy, so how could one express happiness through design? Centdegrés designed a precious container, conceived like a cocoon, round, blown from a single block, while the cap seems to freeze in gold the silky texture of the cream. This cream is designed to combat the first signs of ageing and to prevent the appearance of the first wrinkles. The general form therefore evokes youth, muscle tone and softness, the perfect agents to combat the wrinkles in question. Designer: centdegrés Studio Designed by the agency: product design


in in ain Guerl Gua e nlir

For the new feminine perfume S by Escada the bottle had to reflect an extreme feminity. It is composed of a simple structure, an elegant and heavy glass bottle surmounted by a cap in polished metal. A touch of glamour is conveyed by scarlet polka-dots, each one engraved in the glass at the back of the bottle. Designer: Denis Boudard Designed by the agency: volume design, packaging, identity, derivative line

Escada Escada Escada Escada

S

22 23


new PACKAGING DESIGN

Lolita L olita Lem Lolita

perfume

Del Mar Prestige

Badelssarini Baldessarini Baldessarini Baldelssarin Badel rin ssa Bad

The task was to create the volume and graphic design for a limited edition masculine perfume, Del Mar Presige by Baldessarini. The bottle is clothed in a covering of zamac, a material normally used for large yachts. The use of this material brought an extremely high class dimension to the bottle. Designer: Denis Boudard Designed by the agency: volume design, visual identity


Lolita Lempicka is a French fashion designer with an ultra feminine style. Her perfumes are the expression of her style : baroque, curvacious and delicate symbols. At the twelve strikes of midnight, the fairy woman imagined by Lolita Lempicka discovers a new, irresistibly magical elixir, l’Eau de Minuit. The "apple of love" bottle created by Sylvie de France reveals a violet tint of night, decorated with precious monograms and ivy leaves chiselled in gold, like pieces of lace. This creation evokes the magic of winter with its shimmery dress of frost. A fairytale for women who bring enchantment to their daily lives Designer: Sylvie de France Designed by the agency: volume design, graphic design

Lolita Lempicka Lolita Lempicka a Lempicka Lolita Lempicka

ssarini i ssarini Badel rinesnaliir ssa Bad

Eau de Minuit

24 25


new PACKAGING DESIGN

B

perfume

Tender ToucH

Burberry Burberry Burberry Burberry Burberry Bub reyr

For older children, centdegrés created a new version of the Burberry perfume Touch, “Tender Touch”. A reflection on the world of Touch resulted in detailed and colourful work on the bottle and packaging for this youthful market. The box is decorated with the tartan motif that has made the brand famous, but it is rethought in colours that go with the children’s version of Touch. The idea was to create a link between the versions for mums and for children, as the latter may turn into the mums of the future! Designer: centdegrés Studio Designed by the agency: Packaging


For “Baby Touch”, the perfume for babies from the Touch range of the celebrated English brand Burberry, the aim was to create an object evoking gentleness and tenderness. Like a Weeble, the bottle rolls and rights itself. The sheep, the fetish animal of the brand, becomes a rocking sheep in an exclusive illustration drawn by the agency, which went on to serve as an icon for Burberry and is used on all the children’s textile ranges. The box is of course covered in the tartan motif that has made the brand famous, but it is rethought in tender colours, and looks like a very soft fabric. It opens and closes thanks to a press-stud, the idea borrowed from babies’ sleepsuits. Inside, the bottle is protected by a pouch in sponge bouclette that will delight the baby. The baby, yes, but it’s the mum that’s sure to fall for it! Designer: centdegrés Studio Designed by the agency: volume design, packaging

Burberry Burberry Burberry Burberry Burberry Bub reyr

berry Bub reyr

Baby Touch

26 27


new PACKAGING DESIGN

Lolita L olita Lem Lolita

perfume

Elegance

Lacoste Lacoste Lacoste Lacoste Lacoste Lacoest

In this volume design project for the masculine perfume Elegance by Lacoste, the bottle, a combination of curves and sharper lines, plays on constrasts. The back face in brushed steel – like the cap – is rounded; the front face is a clear and luminous plane which allows the stamped, vertical name of the famous brand to appear through its transparency. This bottle is a truly tactile experience thanks to its alliance of glass and metal. The final result reveals a contemporary style that corresponds perfectly with the modern gentleman. Designer: Denis Boudard Designed by the agency: volume design


Lolita Lempicka’s new creation, "L", invites us to discover a new and dreamlike myth, that of the mermaid, inhabiting her realm of the sea. With her perfect understanding of the world of this brand, Sylvie de France was able faithfully to transcribe all its magic. Thus the bottle of "L" is a treasure protected by the sea. This aquamarine jewel has a form somewhere between a pebble and a heart. It is decked out with two starfish and a crystal stopper surrounded by golden coral, to which are attached a bead of water, a star and an initial set in pearls. Designer: Sylvie de France Designed by the agency: volume design, graphic design

Lolita Lempicka Lolita Lempicka Lempicka a Lolita Lempicka

L

28 29


new PACKAGING DESIGN

I Issey I

perfume

Essential

Lacoste Lacoste Lacoste Lacoste Lacoste Lacoest

For the volume and graphic design of the masculine perfume Essential by Lacoste, Denis Boudard created a sober glass form, which is elegant with its very contemporary writing. The crocodile is seen through the transparency of the glass from the back face of the bottle. Designer: Denis Boudard Designed by the agency: volume design, visual identity


Each Summer, Issey Miyake produces a limited edition of its two classic perfumes (Eau d’Issey and Eau d’Issey pour Homme). The 2004 design on the theme of “Summer Night” conveys a magical feeling. A green fluorescent pump that evokes the poetry of the firefly gradually disappears in the bottle’s gradations of blue. West Design received the Observeur du Design prize organised by the APCI (Agency for the Promotion of Industrial Design) for this captivating bottle. Designer: Loïc Delafoulhouze Designed by the agency: logo, packaging, identity

Issey Miyake Issey Miyake Issey Miyake Issey Miyake

eau d’isSey pour homme

30 31


new PACKAGING DESIGN

perfume

Beso

Agatha Ruiz de la Agatha Ruiz de la Prad Agatha Ruiz de la Prada Agatha Ruiz de la AgathaRuizde AgathaRuizd

Would you let yourself be kissed by the new feminine perfume of Agatha Ruiz de la Prada? “Beso”, from the Spanish fashion designer, reflects her imaginative and joyous world, filled with colours and vitality. Sylvie de France created an object that encapsulates this world with an asymmetrical and playful bottle in tinted glass, taking the form of red lips. A red heart engraved with the charming name “Beso” (kiss) nestles between the lips. The bottle is crowned with a transparent stopper whose orange accentuates the contrast between the intense red and the vibrant pink. Thus “Beso” fulfils the desire for kisses and for fun. Designer: Sylvie de France Designed by the agency: volume design, graphic design


This project, the first that this agency has undertaken for the Korean market, launches the story of eSpoir, the name of an eau de parfum that has become an umbrella brand for AmorePacific, emblematic of a world that is fit, fun and full of exuberance. The agency worked on the overall image of the entire eSpoir range, covering concept, colour trends, product design, logo, brand image and packaging. These products are not only defined by their ingredients and function, but also by the image and values that they can bring to the consumer. To express the joie de vivre and optimism of this first perfume aimed at young women, a decorative flower has been worked which will become the emblem of the brand. Designer: ValÊrie Bernard, Sylvie l’Hostis, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging, merchandisign

Espoir Espoir Espoir E spoir Espoir

de la Prada a Prada

de la Prada aRuizdelaPrada gathaRuizdelaPrada

Espoir

32 33


new PACKAGING DESIGN

Sava Sava

perfume

Very Irresistible

Givenchy Givenchy Givenchy Givenchy Gi venchy G venichy

The agency had to create a perfume bottle that provided a contemporary image for Givenchy. For this, it had to start with a key element of the brand. The idea was to express the elegance of a dressed silhouette that would be irresistible in its beauty but not fall into anthropomorphism. The bottle is like an elegant trouser leg in movement. It is designed like a column of glass, slender, fine and shapely, which sculpts its own curving form, and plays with the cheekiness of its name “irresistible”. It communicates the elegance of the brand, but with a new script that is contemporary, joyful, and a memorable signature and emblem for the brand. “Irresistible” has now become the number one perfume from Givenchy. Designer: centdegrés Studio Designed by the agency: product design


Each year, Sylvie de France reinvents enchantment, the major theme of Incanto thanks to its sublime decoration. Each of these motifs inspires amazement and dreams : the flower for Dream, the opening rose for Charms and the flowers and dragonfly for Shine. These creations have had a strong success in Asia and notably in Japan where they have been immortalised on postage stamps! Designer: Sylvie de France Designed by the agency: graphic design

Savatore Ferragamo a g m roreF Savatore Ferragamo

y yenchy G venichy

incanto

34 35


new PACKAGING DESIGN perfume

insolence

Guerlain Guerlain Guerlain Guerlain Guerl auin G a e nlir

The Pink agency took on the packaging and bottle graphics for this new women’s perfume from the celebrated house of Guerlain. Insolence is a glimmer in the eye; a bold smile, a silence that speaks volumes. It is a nonchalant grace, a playful elegance. It is a style, a flair, a radiance. Guerlain has existed for 170 years. Perfume makers for five generations, the Guerlains have created unique harmonies that were precursors in their time. They have guarded their secrets and passed them on without ever losing sight of the original values of the brand, those of luxury, savoir-faire, imagination and quality. Designer: Carole Albertini Designed by the agency: volume design, packaging


Lacoste Lacoste Lacoste Lacoste rl a in Lacoste G u a e n l i r Lacoest

Inspiration

In Lacoste’s feminine perfume Inspiration, the bottle, designed by QSLD Paris, reveals itself to be an innovative form, both classic and modern, with a touch of playfulness. Its feminine elegance is presented through a refined pebble form with light curves, while the modernity of its cap (inspired by the form of the Essential perfume bottle) makes it more flirtatious and mischievous. Designer: Denis Boudard Designed by the agency: volume design

36 37


new PACKAGING DESIGN perfume

Christmas Event

Guerlain Guerlain Guerlain Guerlain ain Guerl Gua e nlir

For Guerlain’s Christmas marketing, Partisan du Sens created secondary packaging for the brand’s emblematic perfumes. The graphic work was focused on emphasising the iconic perfume bottles. On packaging treated in various shades of gold and silver inspired by the Maison Guerlain’s decoration, Partisan du Sens has created an aura of light which reflects the luminosity of the bottles. The graphic treatise used for this project glorifies each product by transforming it into a source of light. This composition is a tool enabling the brand to bring its products to the fore, differentiate them from the competition and above all to express the extremely high end positioning of all its ranges. Designer: Partisan du Sens Studio Designed by the agency: packaging, derivative line


in in ain Guerl Gua e nlir

The brief was to create an alliance between the minimalist aesthetic of Paco Rabanne and the femininity of perfume. The result is a rectangle of glass lacquered white, crossed in its centre by a metallic ring that sculpts the bottle in relief and lets us see the perfume, like a window on intimacy. Designer: centdegrĂŠs Studio Designed by the agency: product design

Paco Rabanne Paco Rabanne Paco Rabanne Paco Rabanne

Elle

38 39


new PACKAGING DESIGN perfume

Au Masculin

Lolita Lempicka Lolita Lempicka Lolita Lempicka Lolita Lempicka

An open door on dreams and escapism, Lolita Lempicka Au Masculin is a fairytale for men. An invitation for them to enter a baroque and poetic world. After designing the collector bottle for Autumn-Winter 2006, decorated with a leather-look material, Sylvie de France created the bottle for Autumn-Winter 2007. Cocooned in an unusual material with a suede look and decorated with gold-tinged ivy leaves in relief, this bottle with a rare originality asserts itself as a decorative object and, above all, as irresistibly masculine. Designer: Sylvie de France Designed by the agency: volume design, graphic design


CentdegrĂŠs created the bottle and the box for Banderas Spirit and Banderas Spirit Woman, twin perfumes that express with simplicity and modernity the sensuality and the strength of Antonio Banderas and the possible feminine double of the actor. This bottle, and the couple created, form the first elements in the construction of the brand initiated by the agency. Designer: centdegrĂŠs Studio Designed by the agency: product design, packaging

P uig Puig Puig Puig

P uig Puig Puig Puig

Banderas Spirit

40 41


new PACKAGING DESIGN

E

perfume

Miniature Edition

Jean-Paul Gau Jean-Paul Gaultier Jean Paul GaultierJeanPaul Gau J ean-Paul e J anG P-a

Jean Paul Gaultier regularly releases collectors’ editions from his perfume range. Here, he released mini bottles of all his perfumes. His first, a classic, floral fragrance, was introduced in 1993. Two years later came Le Mâle for men which was a great success. His third perfume, Fragile for women, was introduced in 2000 and the most recent of the mini series, Gaultier2, is a unisex perfume launched in 2006. Designer: Carole Albertini Designed by the agency: packaging, graphic design, travel retail limited edition


QSLD Paris undertook the volume and graphic design for the new feminine, masculine and mixed perfumes Connect For Her, For Him and For US by Esprit. Modern and colourful packing was used for all the products. For the three fragrances: elegant glass bottles crowned with mat metal caps with the Esprit logo engraved on top. The front of each bottle bears a white Esprit Connect logo, while the lower part of the very colourful bottle reveals the words "them, you, me, her, him, us" and creates an illusion of facing colour through reflection. Bright, sparkling colours – blue and fuschia For Her and For him ; an impactful silver For Us – highlight the universal attraction of these elegant and sophisticated fragrances. Designer: Denis Boudard Designed by the agency: volume design, visual identity

Esprit Esprit Esprit E sprit Esprit Esprit E sprit Esprit

ulultier Gaultier l Gaultier anPaul e J anGaul P-auG l atiueeitlrr

Connect

42 43


new PACKAGING DESIGN perfume

CHRIsTMAs 2007

Jean-Paul Gau Jean-Paul Gaultier Jean Paul GaultierJean Paul Gau J ean-Paul e J anGa P-auG

In addition to the Summer collectors’ edition of Classique and Le Mâle, Jean Paul Gaultier issues Christmas limited editions of the male and female perfumes. The decoration is an invitation to celebrate, and makes several references to the festive period with its Christmas tree, baubles and garlands. Designer: Grégoire Rasson Designed by the agency: volume design, graphic design


After the success of eSpoir, AmorePacific wanted to capitalise on the strong codes of the original eau de parfum by developing a limited edition. Just as the perfume notes have been enhanced, the initial creative codes have been reworked for a fresh look. Orange becomes a strong element in the new creation, as well as the decorative flower. It is currently shown on the bottle in a very graphic design, endorsing the springlike name of eSpoir Blossom. The stopper in SurlynÂŽ also adopts orange but in a non-aggressive way, through transparency. Even more ebullient and full of health, this new creation enlarges the range of potential buyers. Designer: ValĂŠrie Bernard Designed by the agency: volume design, visual identity, packaging, merchandisign

Espoir E spoir Espoir

l Gaultier ultier l PGaultier naul e J anGaul P-auG l atiueeitlrr

Espoir

Blossom

44 45


new PACKAGING DESIGN perfume

Pour Homme

Espoir E spoir Espoir

eSpoir made an onslaught on the male market with an eau de toilette and a line of associated products which revisit the codes that had already proved highly successful with the women’s lines. The design and the graphics were reinterpreted. The signature flower remains essential in the design, but it blends into the metallic or transparent bottle tops that imprison it to make it seem more virile. The bottles lose their roundness in favour of an oval which fits well in the hand; orange keeps its place as the colour of the brand on the eau de toilette, and is transformed into grey and silver on the accompanying products. The whole range remains ethereal and light, modern and spirited. Designer: ValÊrie Bernard, Marie-CÊcile Fontaine, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging, merchandisign

Espoir


For the creation of the new bottle for Davidoff Wave, centdegrĂŠs established simplicity as the optimum language, with a form that represented the essence of Davidoff Cool Water. They wanted to create a bottle that resembled a drop of water, an image of perfection, of a natural sensuality. This drop of water was designed to express modernity, a natural form tamed by Man. It rises upwards, to convey elegance. The work on colour gives a signature to the object. The bottle is transparent at its base, light and fresh, like water. As it rises, it densifies, expressing the energy and the depth contained within.The tension thus created between lightness and energy gives the bottle its strength and affirms its personality. Designer: centdegrĂŠs Studio Designed by the agency: product design,

Coty Coty C oty Coty

Davidoff Cool Water Waves

46 47


new PACKAGING DESIGN perfume

X’Ray Edition

Jean-Paul Gaultier Jean-Paul Gaultier Jean Paul GaultierJean Paul Gaultier J ean-Paul e J anGaul P-auG l atiuee itlrr

The Pink agency has undertaken several projects for the Jean Paul Gaultier brand. In addition to being a celebrated couturier, Jean Paul Gaultier is known for his perfume lines. This project concerned the “eaux d’été”, perfumed waters without alcohol. As he does every year, Jean Paul Gaultier issued summer collectors’ editions of his great successes Classique and Le Mâle. Here the aim was to create a packaging for the products sold in airports that could rapidly evoke the perfume concerned. Designed for travelling, the packaging is supple, light and elegant. Designer: Grégoire Rasson Designed by the agency: packaging, travel retail limited edition


aultier r aultier nGaul P-auG l atiueeitlrr

This new product completes the masculine range, which is enhanced with a new perfume. The creative work began with research into male textile and clothing trends. From the elegance of male fashion the spotlight fell on a masculine blue that reoccurs frequently in fashion collections. Swingblue denotes the end of transparency for the line and affirms a colourful personality that is tempered by the bottle cap. Designer: ValĂŠrie Bernard, Claire Boiret Designed by the agency: volume design, visual identity, packaging, merchandisign

Espoir E spoir Espoir

Espoir

Swingblue

48 49


new PACKAGING DESIGN

Isa

perfume

apparition Homme

EmanuelUn Emanuel Unga Emanuel Ungaro EmanuelUn Eman

The world of Emanuel Ungaro is full of contrasts and paradoxes. An inspired bottle announces the return of this designer to the male perfume scene. The expression of a fleeting but intense moment, Apparition Homme is an unforgettable experience. Through the lustre and purity of a crystalline bleu-grey bottle, Sylvie de France wanted to seize this moment where strength, determination and sensibility echo each other. The magnetism and modernity of Ungaro Homme are reflected in the red metallic spray cap. The choice of a touch of red delicately reinforced the energy conveyed by this bottle. This creation typifies the signature of Sylvie de France: geometric forms knowingly worked to bring movement to the lines and personality to the object. Designer: Sylvie de France Designed by the agency: volume design, graphic design


The perfume creator Isabel Derroisné is passionate about natural and exotic essences. Rose Divine, in a bottle faceted like a diamond, is a hymn to the queen of flowers that pays homage to a woman’s power of seduction. It uses the language of jewellery. Set with rosy droplets, it is like a jewellery box filled with light. As if crystallised, the scalloped and velvety smoothness of the rose petals take on lustre thanks to a macaroon, elegant and delicious, the better to melt with the natural perfume of the skin. Sometimes silk, sometimes velvet… Designer: Carole Albertini Designed by the agency: packaging

Isabel Derroisné Isabel Derroisné Isabel Derroisné Isabel Derroisné Isabel Derroisné Isabel Derroisné

anuelUngaro Ungaro anuelUngaro EmanuU elngao r Em Ua ng no ua elr

Rose Divine

50 51


new PACKAGING DESIGN

Emanuel Un

perfume

JEAN PAUL GAULTIER I’m Going

Puma Puma Puma Puma Puma Puma

QSLD Paris handled the creation of the volume and graphic design of the new feminine and masculine perfumes of "I’m Going" by Puma. Inspired by the idea of a battery, source of energy and symbol of power, the bottle reflects the dynamism and power of the Puma brand. The lines of the glass symbolise the simplicity and accessibility of the brand. The cap, finished in coloured metal, also echoes the form of a battery, giving the impression of "being connected". Designer: Denis Boudard Designed by the agency: volume design, visual identity


Through the perfume Ungaro, Emanuel Ungaro brings us an even more modern vision of a woman who dares to reveal her duality. Chic, elegance, femininity but also audaciousness, seduction and glamour. These were the words that inspired Sylvie de France to create the bottle and the box of this new perfume for women. The surprising sculptural form of the bottle echoes the U of Ungaro. It becomes jewel-like, featuring a golden arch, and is infinitely feminine. Accompanied by its box in an intense pink with a graphic of sensual lips, Ungaro transports us into a profoundly refined world. Designer: Sylvie de France Designed by the agency: volume design, graphic design

Emanuel Ungaro Emanuel Ungaro uel Ungaro Emanuel Ungaro Emanuel Ungaro Emanuel Ungaro

Puma Puma

JEAN PAULungaro GAULTIER

52 53


new PACKAGING DESIGN perfume

ZEGNA & ducati

Ermenegildo Z Ermenegildo Zegn Ermenegildo Zegna Ermenegild Guerlain Ermenegi Ermen

Ermenegildo Zegna and Ducati are two Italian brands from different worlds. They got together to create a limited edition. For this project, Partisan du Sens was inspired by the black fuel reservoirs of motorcycles and the vintage Ducati code of the three vertical stripes applied via laser cutting to the front face of the bottle. The laser cutting allows one to see the metallic interior of the bottle. The signature of Ermenegildo Zegna is treated in the same way on the bottle in order to link the two brands graphically. On the packing, these codes are repeated in a metallic blue line. Designer: Partisan du Sens Studio Designed by the agency: volume design, packaging


gildo Zegna o Zegna Guerlain negildo Zegna Guerlain erlain Zegna menegildo Guerlain ain Guerl E rmenegi l d o Zegna Gua e nlir

Insolence Christmas Event

The Pink agency took on the event packaging for the Christmas 2007 edition of Guerlain’s perfume Insolence. Here it is animals that are evoked to highlight a hint of wildness in a luxury universe, reinforced by the sobriety of the colours and the elegance of the curves. Guerlain has existed for 170 years. Perfume makers for five generations, the Guerlains have created unique harmonies that were precursors in their time. They have guarded their secrets and passed them on without ever losing sight of the original values of the brand, those of luxury, savoir-faire, imagination and quality. Designer: Carole Albertini Designed by the agency: packaging

54 55


new PACKAGING DESIGN

Gu

perfume

F by ferragamo

Salvatore Ferragamo SalvatoreFerrag Savatore Ferragamo

The bottle of F by Ferragamo is aimed at the sophisticated man who is inspired by Italian style. He uses refined accessories to provide the final touch to his elegance. With its roots as a shoe-maker, the house of Ferragamo has used leather since its beginnings, a sensual material that is a symbol of power and virility. Because of this, Sylvie de France chose not only metal but also a leather aspect to decorate the bottle. Another discreet and original touch is the light curve that gives it movement. Soft and modern lines, transparency and the art of the accessory encapsulate the art of refinement by Sylvie de France. Designer: Sylvie de France Designed by the agency: volume design, graphic design


The Pink agency designed the packaging for this new grand perfume for women from the celebrated house of Guerlain. A new opus in the history of the perfume house, L’Instant Magic is an exceptional fragrance that demanded an exceptional bottle. With a showcase bottle that fits perfectly into the hand, L’Instant Magic highlights its refinement and femininity on the box through the contrast of intense black in the centre of a watermark, and luminous pink. Designer: Carole Albertini Designed by the agency: volume design, packaging

erlain Gu ain erl Gu Guerlain Guerlain ne auia GuerlG nlir

reFerragamo

L’Instant Magic

56 57


new PACKAGING DESIGN

B

perfume

apparition

Emanuel Ungaro Emanuel Ungaro Emanuel Ungaro EmanuelUngaro E elnEg relr manuU m Ua a ng no o ua

A bottle like a talisman with an unexpected design that reveals a kaleidoscope of colours, emotions and designs created using an innovative process. Fine layers of gold are applied then tinted with resin in reflecting panels of colour: gold, purple and green. The originality is equally present in the limited edition Apparition Sun. The multifaceted charm of Apparition is reclothed for summer in a luminous and scintillating dress. This bottle, with a gradation of sunny orange, is scattered with asymmetrical squares evoking the intense shimmer of the summer sun. Designer: Sylvie de France Designed by the agency: volume design, graphic design


o o a o relr a ng no ua

For Boucheron, Partisan du Sens designed a limited edition of Trouble: Lightly Pearlised Water. The perfume of this limited edition has been enriched with golden particles in suspension, which creates a visual effect when one shakes the bottle. A veil of gold covers the bottle, fading little by little to become the original red of the bottle. This veil of gold echoes the iridescent liquid and highlights the magic that is produced by each movement of the bottle. To introduce this theme, Partisan du Sens used the theme of the veil of gold again on the packaging. The magic of the bottle is thus recreated each time that light reflects on the gold dust printed on the packaging. Designer: Partisan du Sens Studio Designed by the agency: volume design, derivative line

Boucheron Boucheron Boucheron Boucheron

trouble

58 59


new PACKAGING DESIGN

In Interp In

perfume

Fun by espoir

Espoir E spoir Espoir

Espoir

Six years after launching eSpoir, AmorePacific wanted to create a new perfume concept suited to a younger female clientele. The concept, the design, the graphics and the colour of Fun by eSpoir had to appeal to young women with an average age of 18; a product that was sporty, fun and of the moment. A bright pink appears in metallic form on the box, colours the stoppers and enlivens the entire range, which is characterised by rounded forms. Pink has become the official colour of this new brand. We are in the world of high-tech modernity and sensuality, which is perfectly in tune with the contemporary age. Designer: ValĂŠrie Bernard, Marie-CĂŠcile Fontaine, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging, merchandisign


The Californian group Quiksilver asked Interparfums to create the scents for its feminine line: Roxy. The transparency of the bottle reveals the pink perfume composed of Ylang from Madagascar, and notes of fruit, sunny flowers and ocean wood. The packaging in a punchy pink, with sensual and feminine graphics, encapsulates the Roxy brand: living, sparkling, natural and deliciously sophisticated. To make the most of this first eponymous perfume, centdegrĂŠs helped Interparfums to create fun and refined communication and merchandising tools: a branded bag, boxed sets, samples, display materials and also Powerpoint and Flash format presentations for the training of the work force. Designer: centdegrĂŠs Studio Designed by the agency: product design, packaging, edition

Interparfums Interparfums Interparfums Interparfums Interparfums Interparfums Interparfums Interparfums

Roxy

60 61


new PACKAGING DESIGN perfume

Eaux d’été

Jean-Paul Ga Jean-Paul Gaultie Jean Paul GaultierJean Paul Ga J ean-Pau e J an

In summer, perfume sales decline. The sun and alcohol do not make a good mix. Because of this, Jean Paul Gaultier had the idea of launching a summer scent without alcohol. The agency centdegrés transformed this commercial tactical idea into a creative event for Jean Paul Gaultier perfumes. For 10 years now, every summer it has decorated the bottles, the packaging and the sales environment of the Eau d’été based on themes of Jean Paul Gaultier’s prêt-àporter collections, creating an event that consumers wait for each Spring. It helped to create a long-running story… Designer: centdegrés Studio Designed by the agency: packaging annimation


aul Gaultier aultier aul Gaultier J e anP aul e J anGaul P-auG l atiueeitlrr

62 63


new PACKAGING DESIGN perfume

JEAN PAUL GAULTIER castelbajac

Castelbajac Castelbajac Castelbajac Castelbajac C la ja aset b Cb ealts

A perfume like a security blanket for adults, three different bottles to evoke the pleausres of childhood and awaken all the senses: the Companion, the Medallion and the Nomad. The aim was to rediscover the sense of touch and vary the sensations: the smooth touch of the Companion, created in glass; the satin touch of the Medallion made of polished metal (holding in its heart a bottle of eau de parfum); and finally the pleasant touch of the silver quilted material of the Nomad (to protect this precious nectar in your bag). These objects allow one to rediscover childhood emotions. Have fun: if you pull on the “ON” cord of the Medallion the vaporiser is set off like a the machine for happiness. Pulling on the Medallion’s “OFF” cord stops the vaporiser. With these playful and aesthetic perfume dispensers Sylvie de France has created something quite original. Designer: Sylvie de France Designed by the agency: volume design, graphic design


cbajac bajac C la ja aset b Cb ealtsjcc

F-man incarnates the male equivalent of Fun by eSpoir. The rounded form, which is the image of the range, is here half immersed in a reworked rectangle. The eSpoir brand represents energy and joie de vivre, speaking to men who don’t take life too seriously, who take a step back from it. The bottle and the packaging are decorated with perfectly aligned stripes which bring dynamism and a feeling of movement. The virile black box, varnished in parts, has its text printed in metallic pink like a wink to the feminine version. Designer: ValÊrie Bernard, Marie-CÊcile Fontaine, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging, merchandisign

Espoir E spoir Espoir

Espoir

F-Man

64 65


new PACKAGING DESIGN perfume

Summer 2007

Jean-Paul Gaulti Jean-Paul Gaultier Jean Paul Gaultier Jean Paul Gaulti J e anP aul Gau Guer e J a n P-auG la

For the Summer collectors’ editions of Jean Paul Gaultier’s great successes, Classique and Le Mâle, the male and female versions are released simultaneously. In 2007 the perfume took on the form of an invigorating summery concoction, enriched with mint water, ginseng and ginger. The bottle decoration was inspired by a print in that season’s Jean Paul Gaultier fashion collection. Designer: Carole Albertini - Grégoire Rasson Designed by the agency: graphic design


Gaultier ier Guerlain Gaultier Guerlain Paul Gaul t i e r e JGuerlain anP-auG l aue itlr Guerlain ain Guerl Gua e nlir

Insolence Limited Edition

For its first birthday, Insolence took a seasonal trip to another landscape, having fun in metamophosing to reappear in a cloud of pink and perfumed powder. Guerlain has existed for 170 years. Perfume makers for five generations, the Guerlains have created unique harmonies that were precursors in their time. They have guarded their secrets and passed them on without ever losing sight of the original values of the brand, those of luxury, savoir-faire, imagination and quality. Designer: Carole Albertini Designed by the agency: volume design, graphic design

66 67


new PACKAGING DESIGN perfume

Miniature Valentin’s Day

Issey M Issey Miya Issey Miyake Issey M

For the Issey Miyake Valentine’s Day offering, the agency chose to create an object that was surprising and delicate on the theme of lightness. An envelope, the charming symbol of the love letter, evokes a tender and amorous message. The codes of St Valentine are subtly used: a spiral in varnish that forms a heart at its centre. The miniature is treated like a stamp. Inside, one finds a foam object made with soft forms that gives it an ethereal aspect. The miniatures are placed inside the foam, as if sacred. The veil of tracing paper and the varnish enforce this feeling of lightness. Designer: Partisan du Sens Studio Designed by the agency: volume design, derivative line


The project was to design the secondary packaging for L’Oréal’s first perfume. The aim was to associate through shapes, typography and the logos of Luz and Penelope Cruz all the values carried by the actress: her elegance, her carefree spirit and, at the same time, her colours (gold and red), her dynamism and her energy, all in an environment of modernity, timelessness and luxury. Designer: Didier Saco Designed by the agency: second packaging

L’Oréal L’Oréal L ’Oréal L’Oréal

Issey Miyake Miyake Issey Miyake I e sseyMiyM seIyaya ikke

Luz/Pénélope Cruz

68 69


new PACKAGING DESIGN perfume

gaultier²

Jean-Paul Gau Jean Paul Gaultier Jean Paul Gaultier Jean-Paul Gau Jean-Pau Jean


70 71


new PACKAGING DESIGN perfume

gaultier²

Jean Jean Paul Gaultie

The decompartmentalisation of genres, and bridge-building between the sexes, have always been a field of predilection and inspiration for Jean Paul Gaultier. The idea of Gaultier² is that of the scent of a meeting, of two skins that love and are magnetically attracted to each other, of a single perfume that is for one as it is for the other. Centdegrés gave shape to this idea of Jean Paul Gaultier’s.


Jean-Paul Gaultier Jean-Paul Gaultier Gaultier Jean Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

72 73


new PACKAGING DESIGN perfume

gaultier²

Jean Jean Paul Gaultie

At first glance, the bottle recalls the codes of perfume in the grand tradition, because defiance "Ă la Gaultier" does not mean breaking free from the highest standards of production. The design is geometric, faceted, neither masculine nor feminine. It is that of an archetypal perfume bottle. On a second look, one discovers the idea. That of 1+1=1. The bottle opens, and 1+1 becomes 2.


Jean-Paul Gaultier Jean-Paul Gaultier Gaultier Jean Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

74 75


new PACKAGING DESIGN perfume

gaultier²

Jean Jean Paul Gaultie

The lovers are inserted in the glass. Bathed in amber, the colour of sensuality, the bottle shimmers, forming a mirror game that recounts the relationship to the other, and to oneself. The box functions as a flag for the brand. It speaks the name loud and large, and plays the game of two halves that complement each other. Produced in a powdered ivory shade, the box carries its message in lacquered, embossed black, so that once again the power of the message, its defiant character, is accompanied by a quality finish.


Jean-Paul Gaultier Jean-Paul Gaultier Gaultier Jean Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

76 77


new PACKAGING DESIGN perfume

gaultier²

Jean Jean Paul Gaultie

The display furniture was created around chance encounters: approaching the perfume to examine it, you sit on a seat and have a conversation, or you lounge on a bed. A sensual meeting takes place, with a man or a woman that you don’t know. Will there be magnetism? Designer: centdegrés Studio Designed by the agency: product design, packaging, merchandising


Jean-Paul Gaultier Jean-Paul Gaultier Gaultier Jean Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

78 79


new PACKAGING DESIGN perfume

JEAN PAUL GAULTIER Ultraviolet

Paco Rabann Paco Rabanne Paco Rabanne Paco Rabann Paco PaR


abanne ne abanne Paco Rabanne Paco Rabanne

80 81


new PACKAGING DESIGN perfume

Ultraviolet

Paco Rab Paco Rabanne Paco Rabanne Paco Rab Pac

A new perfume for women for Paco Rabanne? Paco Rabanne was the inventor of the metallic dress. For Paco Rabanne, therefore, it had to be metal… but which metal? The departure point for the project was the idea of mercury. This "liquid" metal, the miracle of the periodic table, could give a new, more fluid direction to Paco Rabanne’s invention. Mercury, the metal of a made-to-measure dress, here makes the transition from a sculptured dress that takes the woman as its pedestal, to a dress sculpting the woman. The bottle was thus born out of the idea of a drop of mercury. Elliptical, smooth, simple and perfect, it had to be "liquid". We gave it suppleness and thus created a new gesture for perfuming: to atomise, you press the bottle as you would press a fruit. The object, made of glass and aluminium, has a silicone ring around its middle, giving it this softness. It is a bottle the likes of which had never been made before. A bottle in the image of a designer who is audacious to say the least. The box has been designed like the shell of a technological fruit. It’s an object designed to protect the bottle and its perfume. It stacks up and becomes a sculpture to attract attention.


o Rabanne banne o Rabanne Paco Rabanne Paco Rabanne

82 83


new PACKAGING DESIGN perfume

Chez Moi Ultraviolet

Paco Rab Paco Rabanne Paco Rabanne Paco Rab Pac

Ultraviolet initiated a new stage for Paco Rabanne, while leaning on the brand’s deeply ingrained values. Since 1999, the perfume has been a great success, and today constitutes a classic of the brand. A new masculine perfume for Paco Rabanne takes ultraviolet light as its theme. Following the feminine perfume it had created for the brand, centdegrés wanted to start the creative work with a gesture. Its inspiration was the tool: the tool as the original object of man. It is a block of glass and metal, very architectural but also very ergonomic, that you seize like a tool… for perfuming. Grasped in the hand, using a simple and intuitive gesture, a silicone bar is pushed in, and the liquid is atomised. Once more it is a radically new gesture, using fine materials to create a weapon of seduction for the new Paco Rabanne man. A marketing universe was created for the launch of the perfume Ultraviolet. Elements have been designed as furniture rather than point-of-sale advertising, sometimes like sculptures and in surprising materials. Designer: centdegrés Studio Designed by the agency: product design, packaging


o Rabanne banne o Rabanne Paco Rabanne Paco Rabanne

84 85


new PACKAGING DESIGN perfume

chez moI

L’Artisan Parfume L’Artisan Parfumeur L’Artisan Parfumeur L’Artisan Parfume L’ArtisanParf L’ArtisanPa


86 87


new PACKAGING DESIGN perfume

Chez Moi

L’Art L’Artisan Parfume

In 2007, l’Artisan Parfumeur wanted to shake up the codes of the world of perfume with a revolution in fragrance for the home. From the beginning, there was a wish to associate the tradition of extremely high quality perfume with an absolute modernity. The perfume diffuser “Chez Moi” was born from this meeting and this desire to create the most faithful and the most innovative diffuser system for room fragrances. With L’Artisan Parfumeur already known for its expertise in olfactive fidelity, the next step was to add modernity. Modernity in the design: “Chez Moi” has a contemporary design inspired by Hi-Fi systems and furniture. “Chez Moi” is designed as a lacquered black box with an elegant graphic identity, topped with a white plaque engraved with waves, which symbolises the diffusion. The refill, a precious object, has been conceived as a “black pearl of perfume,” and is housed in one of the two openings. The other delicately diffuses the fragrance contained in the pearl. Modernity in the technology: piezo-electric cold nebulisation allows one to diffuse the perfume into the atmosphere with total respect for its olfactive quality. A marriage of emotion and technology, of contemporary design and craftsmanship, of the beauty of the object and olfactive emotion, "Chez Moi" projects l’Artisan Parfumeur into a future that both resembles it and transforms it. The mission has been fulfilled… Designer: centdegrés Studio Designed by the agency: product design, packaging, edition


L’Artisan Parfumeur L’Artisan Parfumeur arfumeur L’Artisan Parfumeur L’ArtisanParfumeur L’ArtisanParfumeur

88 89


new PACKAGING DESIGN perfume

fragile

Jean-Paul Gau Jean Paul Gaultier Jean Paul Gaultier Jean-Paul Gau Jean-Pau Jean


90 91


new PACKAGING DESIGN perfume

fragile

Jean-Paul G Jean-Paul Gaulti Jean Paul Gaultier Jean Paul G Jean J

Classique by Jean Paul Gaultier, with its bottle shaped like the form of a woman, has become an icon. For Fragile, the agency was inspired by the idea of Gaultier’s archetypal couture woman, who would be bathed in perfume. So that the object would have a reference that spoke to all women, it was designed like a "snowstorm". A contemporary nod to the nostalgia for kitsch objects, the bottle has become a mythical object, to touch the emotions. The box has been created to look like a package sent through the post, which protects the most precious, most Fragile object imaginable… Constructed in a hand-made, unrefined card that was exclusively created for the project, it opens like a flower to reveal the image of the absolute woman.


Paul Gaultier Gaultier Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

92 93


new PACKAGING DESIGN perfume

fragile

Jean-Paul G Jean-Paul Gaulti Jean Paul Gaultier Jean Paul G Jean J

To respect the integrity of this object of desire, centdegrés rethought the architecture and the construction of the bottle in an attempt to overturn the necessity for a spray nozzle. By doing this, it invented a new perfume gesture, where you press the whole bottle within its mount to atomise. On the technical side, it is the first watertight inverted pump (patented as such), and includes a filter to retain the sparkly snowflakes… It was also the first time that pressed glass had been used for a perfume bottle, in order to place the couture woman inside the liquid. Several technological feats for a perfume bottle that has become a reference in the world of design, as if there were two eras, Before Fragile and After Fragile… Designer: centdegrés Studio Designed by the agency: product design, packaging


Paul Gaultier Gaultier Paul Gaultier Jean-Paul Gaultier Jean-Paul Gaultier

94 95


new PACKAGING DESIGN perfume

Tumulte

Christian Lacro Christian Lacroix Christian Lacroix Christian Lacro Christia Chr


n Lacroix oix n Lacroix hristian Lacroix Christian Lacroix

96 97


new PACKAGING DESIGN perfume

Tumulte

C Christia Christian Lacroix C

Western Design worked on all the elements of this line and its communication supports – creating the graphic landscape for the bottles and boxes, the perfumed skincare line, samples, sachets and the press kit – to produce an offer that is very emblematic of Christian Lacroix and strongly anchored in the couture universe of the designer.


Christian Lacroix Christian Lacroix oix Christian Lacroix Christian Lacroix Christian Lacroix

98 99


new PACKAGING DESIGN perfume

Tumulte The masculine version The bottle, in the form of a whisky flask, is decorated with the heart emblem of the brand, treated here in silver for a chic and virile design. The contrast of the delicate details on a strong black background can only be described as dramatic. This graphic decoration is not limited to the front of the bottles and the box, but covers them entirely with exquisite details, incarnating luxury.


Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix

100 101


new PACKAGING DESIGN perfume

Tumulte The feminine version Its red colour recalls old perfume bottles. The golden flourishes and the engraved ex-voto heart make it an ultrafeminine luxury object. The heart-shaped form and the glass stopper give it an image of delicacy, and thus of great value. A baroque design, colourful and flamboyant, an explosion of colours dear to Christian Lacroix, fantasy and elegance‌ everything here recalls the world of haute couture. Designer: Loïc Delafoulhouze Designed by the agency: logo, packaging, graphic design


Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix Christian Lacroix

102 103


new PACKAGING DESIGN perfume

Kingdom

Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Q


104 105


new PACKAGING DESIGN perfume

Kingdom

Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Q Alexander

Like its creator, the bottle for Kingdom had to be original: the brief was to envisage a volume and to work it in a free-spirited and unconstrained way in relation to the conventions of the market. The motif of the heart had to be reinterpreted to appear in a new form, innovative and forward-thinking. Partisan du Sens created a perfume bottle in the style of a modern sculpture. The chiselled sides make it stand out: romantic, feminine and daring. A ruby red envelops it like a jewel. Particular attention has been paid to the stopper in zamac. Its form has been perfectly adapted to the bottle, embracing its contours. The initials of Alexander McQueen are displayed on the top of the stopper, like a crest. Partisan du Sens created the new bottle and the packaging for Alexander McQueen’s perfume, Kingdom. The first stage of this project was to consider the essence of Alexander McQueen’s work, its codes and biases. This phase was essential in order to create a product appropriate to the image of the designer: a couturier who is mischievous and provocative. The second stage concerned the bottle: on the initial model of the heart successive stages of reworking and refining, and different propositions for the stopper. Finally came the work on the packaging: it had to differentiate itself and attract the consumer while expressing the values of the brand and of the designer. Work on the shape was tested in the form of a model “in white”. This allows one to adapt an object in a more realistic way than in synthesised images, actually to hold in one’s hand the future bottle.


Mc Queen ander Mc Queen

106 107


new PACKAGING DESIGN perfume

Kingdom

Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Queen Alexander Mc Q Alexander

The white model stage is always part of the creative process for Partisan du Sens. The agency then created the packaging for Kingdom. Alexander McQueen’s emblem was treated in raised, then varnished, white, on a white textured paper. The subtle game of varnished white on a white background is a bias that corresponds to the couturier and his codes. Finally a metallic red ink which presages the bottle has been used soberly to highlight the name of the couturier and the name of the fragrance. Designer: Partisan du Sens Studio Designed by the agency: volume design, packaging


Mc Queen ander Mc Queen

108 109


new PACKAGING DESIGN perfume

Z

Ermenegildo Zegna Ermenegildo Zegna Ermenegildo Zegna Ermenegildo Zegna Ermenegildo Zegn Ermenegildo Z


110 111


new PACKAGING DESIGN perfume

Z

Ermenegildo Zegna Ermenegildo Zegna Ermenegildo Zeg Ermenegild Ermene

For this second opus from Zegna perfumes, a new visual universe had to be created. It had to respect the essence of the clothing brand but also please men who did not necessarily know the fashion house. Partisan du Sens created a sober perfume bottle encircled by a mat rubber strip that allows one immediately to identify all the products. To ensure cost-effective manufacturing, a study of proportion was done to adapt the same stopper to each capacity. The packaging is simple and effective. Partisan du Sens re-used the zeta symbol, the "Z" emblem of the brand, on a background of blue brushed metal. The mat black hoop that encircles the bottle is used again on the side of the packaging, with the "Z" treated with a glossy varnish. Over the course of a month-long study, Partisan du Sens made several suggestions in terms of material, before settling on this choice of black mat rubber to express the technically advanced, fresh and sporty nature of the fragrance. The agency established a strong code with this rubber belt, which keeps the bottle and its stopper in place under tension. This mat material, streamlining the bottle, allows one to feel different sensations when handling the bottle: the softness of the rubber opposed to the cold and smooth glass.


gna o Zegna negildo Zegna Ermenegildo Zegna

112 113


new PACKAGING DESIGN perfume

Z

Ermenegildo Zegna Ermenegildo Zegna Ermenegildo Zeg Ermenegild Ermene

The first lead created by Partisan du Sens is directed towards masculinity and strength. An impression of stability and rigidity is developed around this bottle: a skin of glass contained in a composite armature. The second lead revolves around the concept of transportability and essence. The bottle disappears, to be redrawn simply by the leather straps. This bottle plays with the light and with natural materials to return to clear and simple values. The final lead brings together the first two concepts. A pure bottle that plays with the contrast between natural glass and synthetic rubber for a perfume that expressives sensitivity, but is also strong and masculine. Designer: Partisan du Sens Studio Designed by the agency: volume design, packaging


gna o Zegna negildo Zegna Ermenegildo Zegna

114 115


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

new PACKAGING DESIGN


Cosmetic


hree thousand years before Christ, the Egyptian civilisation was already using cosmetics in the form of unguents, perfumed oils, make-up and toothpaste. The caravans that brought silks and spices to Greece and the Roman empire also traded these products. Cosmetics can be divided into two main categories: on the one hand beauty products, and on the other those for body care. The beauty category puts the accent on the image of the brand, the refinement of the packaging. The great haute couture houses are naturally interested in these products. Body care has a different orientation. First of all, a targeted visual communication that shows the results obtained by the product. Next, the information must be easy to read: the ingredients, studies, the look of the product. Other ideas are more generally applied to the two categories of cosmetics. A subtle difference exists between the masculine products where the names and promises are direct, and the feminine products where the texts are more likely to refer to statistical results and the feeling of the product.


new PACKAGING DESIGN

L anc

cosmetic

Divinora

Guerlain Guerlain Guerlain Guerlain ain Guerl Gua e nlir

The brief was to modernise Divinora, the flagship make-up range from Guerlain. The agency saw Divinora as “divine gold”. They therefore had give gold pride of place, but also create a new symbol for Guerlain with the range, a symbol of modernity. Modern gold. They created a precious case like a contemporary jewel. A block of Perspex protects a dome of beaten gold, and glorifies it. This modern architecture initiated the renewal of a legendary brand while respecting its founding values. This new line of make-up gives a new face to Guerlain. Designer: centdegrés Studio Designed by the agency: product design, packaging


A design that integrates itself harmoniously into Lancaster’s skin care offer, and responds to the specific aspiration of the older woman who lives life to the full. The graphic universe leans on a "Cocoon" image inspired by mature femininity, generosity and excellence. By choosing an unusual colour to represent the anti-aging offer, Pulp Beauty established the range and made a splash: a metallic pink full of sensuality, which expresses both expertise and well-being, effectiveness and pleasure, and stands out from the usual codes of gold or silver. Two metal-effect hologram curves surround Differently to convey the innovation in this association between the nutri-cosmetic and dermo-cosmetic. Designer: Anna Anderson Designed by the agency: packaging identity

Lancaster Lancaster L ancaster Lancaster

ain G ua e nlir

Differently Nutri-dermo Skin

120 121


new PACKAGING DESIGN cosmetic

Aquasenses

Lancaster Lancaster L ancaster Lancaster

A breath of fresh air wafts over Lancaster with its Aquasenses beauty spray. A sparkling floral ambiance full of movement has been used to reveal softness, freshness and femininity. Fresh colours such as aniseed green and peach, and a silver typography, recall the elegance of the brand, now reaching into the domain of water. Vitality and refinement, but also care and beneficial effects for the skin, are expressed by white, the light decoration in a semicircle form and the transparent and frosted "touch" of the bottle and the pack. Designer: Anna Anderson Designed by the agency: volume design, packaging


Centdegrés wanted to create a real break with traditional skincare packaging in order to express the idea that this is the most exclusive skincare range from Yves Rocher. ADN is French for DNA, indicating nature’s finest work mastered by the best of human technology. The pots of cellular skincare have been created like technical tools of beauty. Minimalist, ultra-flat, they open and close like a case. Designer: centdegrés Studio Designed by the agency: product design

Yves Rocher Yves Rocher Y ves Rocher Yves Rocher

ADN

122 123


new PACKAGING DESIGN

Caudalie Caudalie Caudalie Caudalie ie Caudal Cauedial  

cosmetic

Caudalie

Caudalie, a niche brand, has acquired considerable fame in the world of cosmetics with an original model: active principles founded on the polyphenols of the grape. Dragon Rouge, a faithful partner to the brand, has created a packaging identity for the whole range of products: 40 references covering the skin and bodycare of Vinothérapie®. Creation of a silver brand identity around a bunch of grapes. Creation of a top-ofthe-range concept with a sophisticated colour universe, stylised graphics using the vine and bottle shapes inspired by the French art of living, and codes based on wine for the Vinothérapie® range. A new range structure to make the offer understandable and more attractive: a simple and clarified architecture organised by skin types and based on a palette of colours (bring together the worlds of the vine and of science). With this new approach, testament to a culture that is typically French, the brand is ready to face international markets. Designer: Marck Fischer Designed by the agency: design packaging, identity


udal Caiue edial

Filorga is the premier medical supplier of injectable products in the beauty domain and wanted to capitalise on its anti-ageing expertise by developing a mixed cosmetic range for the general public. The design of the packaging had to respond to marketing studies, to make reference to technical prowess and modernity while placing the product in a high-end market. The colour codes are worked around a dominant black that evokes calm, enlivened by touches of silver and labels positioned like stickers extending round the box. The list of ingredients, which is normally hidden, becomes a major graphic element on the box with a play of different fonts and type sizes. Designer: ValĂŠrie Bernard, Claire Boiret, Anne-Laure Rogeon Designed by the agency: visual identity, packaging

Filorga Filorga Filorga

Filorga

Filorga

124 125


new PACKAGING DESIGN cosmetic

Cinq MÕndes

Cinq Mõndes Cinq Mõndes Cinq Mõndes Cinq Mõndes C nC niqMõM nqdiõnedess

The packaging of this line of skin care and cosmetics delivers a cosmopolitan message thanks to the innovative choice of aubergine as the dominant colour. The bevelled form of the boxes enables the expression of the segmentation of the offer, and opens a white window onto the (predominantly white) products of the range. The newly launched Aromacologie line takes up this emblematic box form but is arrayed in beige (decorated with white floral illustrations) to allow the coloured transparencies of the products to shine. Designer: Loïc Delafoulhouze, Alexandra Violet Designed by the agency: logo, packaging, identity


des des õM nC nqdiõnedess

The objective of the project was to design a hair colour display board that allowed hairdressers to propose a double colouration to their clients and therefore to double their revenue. It had to be suitable for decorating hair salons all over the world. The chosen principle was that of a product composed of circles, an attractive object that could be placed in the most visible part of hair salons, thus creating a dynamic. The principle of the double wheel allows the client to choose several colour samples, juxtapose them and place them on the hair. The challenge of designing a hair colour display board is a stimulating one, because it concerns an austere work tool that is normally composed of a series of hair samples arranged on a metallic support, but is nevertheless essential to the development of hair salons. Designer: Didier Saco Designed by the agency: product design

L’Oréal L’Oréal L ’Oréal L’Oréal

Méchier Majirel

126 127


new PACKAGING DESIGN cosmetic

Fine-Fit

Kao Kao Kao Kao Kao Kao

Kao, an important Japanese cosmetic group, entrusted centdegrĂŠs with the new design of one of its brands of foundation, Fine-Fit. The work carried out by the agency was characterised by delicacy and is concentrated on the details, the play of materials and the juxtaposition of different whites. The final product plays on the fineness of its curves, the details of opening and closing, and finally the choice of a motif in relief that expresses the values of the brand. In all these elements, the design expresses purity, delicacy and femininity. The logo is given a new look to bring more modernity and softness. Designer: centdegrĂŠs Studio Designed by the agency: product design, packaging


o

Espoir Espoir E spoir Espoir

EAU D'ESPOIR

Eau d’Espoir recently completed the Espoir range bringing a lighter touch for a wider use all over the body. This new line, which offers a larger volume, takes up the brand’s visual codes of the flower and the ribbon. The form of the bottle evokes water in movement and the reflectiveness of the glass makes the bottle look ethereal, accentuates the effect of freshness and imitates the reflectiveness of water. The elongated form of the volume, crowned with a flower stopper, gives the effect of a collection of multicoloured flowers for a playful and carefree use. Designer: Valérie Bernard, Marie-Cécile Fontaine, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging

128 129


new PACKAGING DESIGN cosmetic

Gemology

Gemology Gemology Gemology Gemology G lg emoo G em ogyyol

The task was to express in a sensory manner the meeting of the worlds of beauty and gemology. The graphic codes and the geometry of the containers assert the association between mineral purity and scientific precision. The visual identity was created on the principle of a stamp. Typography using a seriffed font strengthens the impression of status and of scientific precision carried by the brand. The symbol, a diamond, is set in the "Y" of the name. The packaging plays on the contrast between white, mat and tactile like an epidermis, and the colour plum evoking the telluric power of the vegetable and mineral constituents of the products. This work is typicall of the deep-seated reflection which has led BETC Design to become a leader in the beauty market. Designer: Quentin Fourre, Cristina Fernandez Fanega Designed by the agency: global identity, packaging


o g G em ogyyol

Lancaster, a symbol of Mediterranean sophistication and number one in the sun care market, has reinvented make-up with Divine Bronze. It is an approach to make-up that combines light and sun expertise to recreate the effects and the colours of the sun on the skin. For this line, whose purpose is to make women’s summer beauty last all through the year, Pulp Beauty has created strong signs and a refined universe of colours that capture the light. The warm nuances of iridescent copper brown with glints of gold have been used to express coppery skin in a sensual and glamorous way: the mastery of science and the sense of beauty. Designer: Anna Anderson Designed by the agency: volume design, packaging

Lancaster Lancaster L ancaster Lancaster

Divine Bronze

130 131


new PACKAGING DESIGN cosmetic

Clé des Champs

Clédes Champs Clé des Champs Clé des Champs ClédesChamps C dleC shC adC m é e hésam lppss

The particularity of each season and its effects on our skin contributed inspiration for this line of skincare products. In an overall register of natural tones, the tree is the focal point. The initial simplicity of this image expresses a certain modernity, but with a second look it reveals itself as an incontrovertible symbol to describe the specificities of the brand: seasonal skincare with the Ecocert certificate. The glass bottle shows the natural characteristics of the product, the textures and colours that seem to have been bottled directly from the earth. Designer: Loïc Delafoulhouze, Alexandra Violet Designed by the agency: logo, packaging, identity


hamps mps hamps Cé d eC shC adC m e hésam lppss

132 133


new PACKAGING DESIGN cosmetic

Precious Sun

Lancaster Lancaster L ancaster Lancaster

Lancaster’s expertise in sun protection rests on 60 years of research and innovation, which have given rise to a vast range of luxury sun products. In accordance with the values of Lancaster and those of the new generation of sun care products, the anti-aging line Precious Sun brightens up the sun care brand. Although the graphic treatise is deliberately pure, the bias of colour expresses and glorifies an ultimate pleasure combined with highly sophisticated sun protection. Gold and orange reveal the excellence, the technological performance and the sun of the Mediterranean. Absolute luxury for an exceptional anti-age cream. Designer: Anna Anderson Designed by the agency: volume design, packaging


Virginale is the story of revolutionary products conceived by a craft cosmetics laboratory‌ In symbiosis with the skin and the body, Virginale is a line of products created with natural raw materials, with no preservatives, no synthetic oil, no parabens and no additives that are foreign to the skin. The visual identity created by centdegrÊs marks out a promising future for these products. The agency endeavours to bring out the virtues of Virginale cosmetics with lots of freshness and elegance and to convey the key values of the brand: simplicity, truth, naturalness, elegance, femininity and generosity. Designer: centdegrÊs Studio Designed by the agency: packaging

VirginaleVirginale Virginale Virginale

Virginale

134 135


new PACKAGING DESIGN

Yve

cosmetic

Laneige

Laneige Laneige Laneige Laneige Laneige a Lnegie

For this Korean cosmetics brand, BETC Design devised a system of packaging reflecting the new positioning of Laneige on the borderline between the worlds of art and science, between magic, creativity and technical prowess. Breaking with the conventions spontaneously associated with the name "Laneige", a strong bias has been given to black for the containers with the sharp, faceted lines of ice crystals, enhanced with silver stars. All the interior sections are in pink. The logo in a sans-serif font is treated in a minimalist fashion, with two accents printed over the "A" and the "I", giving it a real specificity. Designer: Cristina Fernandez Designed by the agency: packaging


Dr. Pierre Ricaud offers anti-ageing products exclusively by mail order. The shapes and graphics therefore have to be very expressive in order to convince home-shopping buyers. The contrast between the circle and the square is here pushed to the maximum with pots that are more or less dissymmetrical. The clearly defined lines underline the scientific rigour while evoking a beautiful facial oval. In the place of straight lines there is roundness which evokes a full face, a firm skin. The two principal claims of the skincare range are thus very simply communicated via touch and sight. If one adds heaviness in the hand, thick glass and a well-finished lid, all the codes of luxury are united to create a beautiful feminine object. The brand does not lose its impression of scientific rigour with these delicate pots which already, simply by sight, communicate the promised results. Designer: ValÊrie Bernard, Marie-CÊcile Fontaine, Anne-Laure Rogeon, Sylvie L’Hostis, Claire Boiret Designed by the agency: volume design, visual identity, packaging

Yves Rocher Yves Rocher Yves Rocher Yves Rocher

aneige a Lnegie

Dr Pierre Ricaud

136 137


new PACKAGING DESIGN cosmetic

Nickel COLLECTION

Nickel Nickel Nickel Nickel Nickel Ncikel

Since its launch, the visual identity of the cosmetics brand for men has achieved a successful balance between humour and seriousness. You can’t help but smile when you see how this this radically new product shows its intention to target a masculine public with suggestive drawings and instructions evoking masculinity in its brush with frivolity. At the same time, the design maintains an image of quality thanks to its masculine colours and elegant and lasting forms. Designer: Loïc Delafoulhouze, Alexandra Violet, Dominic Desmons Designed by the agency: logo, packaging, identity


kel Ncikel

138 139


new PACKAGING DESIGN cosmetic

Terracotta

Guerlain Guerlain Guerlain Guerlain ain Guerl Gua e nlir

The compact case of this legendary brand is highly recognisable. Centdegrés’ brief was to redesign it, together with all the containers and boxes of the range. The old decoration of the compact in tortoiseshell is replaced by an amber transparency that reveals the double G of Guerlain trapped in the material. On the boxes, this same signature appears like the shadow of a blazing sun. Designer: centdegrés Studio Designed by the agency: product design


Rituals R ituals Rituals

Rituals Rituals, a range of cosmetic products and products for the upkeep of the home, is a brand that unites two worlds through its horizontal positioning: the home and the body, the West and the East, sensuality and spirituality. Dragon Rouge was in charge of a new brand concept for 160 products. The agency created a brand identity with an ethnic rosette motif as its background to express the strength of the brand, embodying a philosophy of life and the performance of the products, between ritual and the everyday. The creation of product identities is via a unifying graphic system (a colour code for each product, rounded and soft packs for the world of household products). Rituals has become a true lifestyle brand, adopted by celebrities such as the group U2 and Britney Spears, who are among its regular clients. Designer: Patrick Veyssière Designed by the agency: design packaging, identity

RitualS

140 141


cosmetic

new PACKAGING DESIGN

L’A L’Artis L’A

Evian Evian Brumi Limited Edition Evian Evian Evian Evian Ev Evian Brumi aims at becoming the new ultimate fashion and beauty accessory. As essential as the latest It-bag, as elegant as a perfume, as cutting-edge as the latest “hip” magazine… Breaking from its former functional positioning, the exclusive care accessory is now a star! Blackandgold reshaped the can into a feminine, sensual, and curvy design, pure sophisticated and beauty enhancing. Evanescent bubbles emerge like precious beauty pearls springing from the silver Evian mountains. The new “Facial Spray” identity combines status and feminity. And all product claims are supported by a very elegant layout. Trendy, stylish, desirable, the Evian Brumisateur is off to a great start! Designer: Mélanie Gransart and Cathy Vautier, Stéphane Manel (limited Edition) Designed by the agency: packaging, visual identity, product design (limited Edition)


For Jatamansi, the organic line from l’Artisan Parfumeur, the agency played a part in the creation of the graphic identity. It chose a graphically strong approach which breaks with the classical codes of organic products to take a more modern approach, and one that is a lot more aesthetic and selective. The decoration of the bottle is simple : a play of black typefaces which stands out from the white bottle. On the packaging, Partisan du Sens has refined the initial drawing of the Nard flower from the Himalayas, the principal ingredient of the range, to give it a very graphic look. Designer: Partisan du Sens Studio Designed by the agency: volume design, derivative line packaging

L’Artisan Parfumeur L’Artisan Parfumeur L’Artisan Parfumeur L’Artisan Parfumeur

n n Evian Eva in

Jatamansi

142 143


new PACKAGING DESIGN

Yve

cosmetic

Segreta

Kao Kao Kao Kao Kao Kao

Kao, a major Japanese cosmetics group, decided to launch a new range of shampoos directed at mature women. The objective was to create a range with a professional appearance, but which could be distributed in the mass market. It had to stand out on the shelf space in a very competitive market. The creative dilemma was how to convey elegance, feminity and delicacy while creating an impact? CentdegrĂŠs imagined a bottle like an evening dress, full, silky, in a deep purple. The detail of the fold of fabric gives the container its chic, and the ring of fuschia pink brings a touch of vitality. Designer: centdegrĂŠs Studio Designed by the agency: product design, packaging


Kao

Communication for this “very green” brand specialising in plant-based skincare centres on the benefits of plants. To mark its entrance into the anti-ageing sector, the agency proposed to adopt a colour code that was entirely new for the brand and for the mature skin market: red. The idea came from the observation of autumn colours. It makes one think of blood, of energy. Consumers adopted it immediately. The plant angle is conveyed more directly by the form of the bottle tops around which an abstract leaf wraps itself. From this original creation, red became the essential colour in France for mature skin. Designer: Valérie Bernard, Sylvie l’hostis Designed by the agency: volume design, visual identity, packaging

Yves Rocher Yves Rocher Yves Rocher Yves Rocher

Sérum Végétal

144 145


new PACKAGING DESIGN cosmetic

THE service Station

Nickel Seph Nickel Sephora Nickel Sephora NickelSeph N ele cikS

The Western Design team conceived the packaging for the eight products that comprise the men’s skincare range The Station Service / Nickel Access, only for men and exclusively distributed in the Sephora perfume stores. The streamlined, red metallic canisters, the petrol pump logo and the bottle in the form of an oil can all wink at the masculine world of the car and Formula One. Designer: Loïc Delafoulhouze, Dominic Desmons Designed by the agency: logo, graphic design


The idea of Inositol Végétal is that of cellular respiration. The pot had to be attractive and beautiful, like a bathroom object. It had to communicate the idea of the product. Finally, it had to assure its ergonomic function, as well as watertightness. The packaging for the refill had to be minimalist, with an optimal thickness of material and recyclable materials. The pot is round and generous, designed for the hand. Its green colour is the symbol of the brand, and its transparency lets one see the refill inside. The latter appears like a cell, around which the pot is softly sculpted, like a skin. Designer: centdegrés Studio Designed by the agency: product design

Yves Rocher Yves Rocher Yves Rocher Yves Rocher

kel Sephora ephora kelSephora N elepS hep o a rr cikS N ckehilo a

Inositol

146 147


new PACKAGING DESIGN cosmatic

JEAN PAUL small is beautiful GAULTIER

Givenchy Givenchy Givenchy Givenchy Gi venchy G venichy


148 149


new PACKAGING DESIGN cosmetic

small is beautiful

Givenchy Givenchy Give Givenchy Givench Givenchy Givench G ivenchy Givench Givenchy Givench Givenchy Givench Givenchy

At the heart of a brand such as Givenchy, the perfumes have their own identities, forming almost brands within the brand. In this context, the creation of a new line of cosmetics had to have as its objective carrying the identity of the brand. The agency thought that the 4G, the magnificent emblem designed by Hubert de Givenchy, should be the basis of its work: to design an emblematic and "signature" object for Givenchy. The entire line is designed on the basis of a square, treated in deep black and highlighted with dark metal. On this chic support, the logo stands out, large, as if cut into the black.


y Givenchy Givenchy Givenchy Givenchy Givenchy ivenchy ivenchy ivenchy Givenchy ivenchy ivenchy

150 151


new PACKAGING DESIGN cosmetic

small is beautiful

Givenchy Giv Givenchy

The surprise and the subtlety is that it is transparent, revealing the colours of the family of products: blue for the eyes, beige for the foundation, pink for the lip colour and nail polish‌ Through these effects it becomes changeable, multicoloured, and multitextured. It lives, giving the image of a living, changing brand that is always strong and chic. This line marked an important change for the brand. Nevertheless, having been built on the foundations of the couture and perfume house, and designed with strength and simplicity, it is so apt that it seems always to have been there. Designer: centdegrÊs Studio Designed by the agency: product design


Givenchy Givenchy hy Givenchy Gi venchy G venichy

152 153


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

new PACKAGING DESIGN


Alcohol


he preservation of alcoholic drinks in containers is a very ancient practice. Little by little, Man discovered that in certain conditions putting the alcohol in a bottle could improve its gustatory qualities, in addition to preserving it. For drinks with a lower alcohol level, the shape and the materials used for the container are essential for the chemical process of fermentation. Wines are an example, and in this field the bottles are fairly standardised. The packaging therefore puts a lot of emphasis on the label. A current trend seems to want to break with the traditional codes of gold lines and a drawing of the Ch창teau or the estate property. For spirits, the problem of preservation and ageing is not the same. This is why when the proportion of alcohol is far more pronounced, the form of the bottle will be more varied and can approach the art of bottling perfumes. In all cases, the fragility of the glass bottle requires an outer packaging, which must remain sufficiently attractive to make people want to discover the product itself.


new PACKAGING DESIGN alcohol

Accent

Château Caillev Château Caillevet Château CaillevetChâteau Caillev Château Châte

A domaine of 20 hectares in the region of Bergerac, on land that has been cultivated for wine for several centuries, Château Caillevet decided to make the most of the quality work that has been done on this terroir with a unique packaging. Breaking with the usual formula, the bottle presents two labels: one, vertical, delivers in an unusual format the name of the wine and of the domaine; the other, horizontal, evokes the vineyard and its furrows. The high end and, above all, elegant vintage uses a thinner bottle than normal. The label is also lengthened, the better to display the "confidential" signature as if it was coming from the shadowy light of the maturation cellars. The iridescent, contrasting colour of the hologram convey all the richness one can justly hope for from such a wine. Designer: MBD Design Team Designed by the agency: identity, packaging


u Caillevet illevet u Caillevet Ch창teau Caillevet Ch창teau Caillevet

158 159


new PACKAGING DESIGN

Kursne K ursner Kursne

alcohol

Lucas Carton

Listel Listel Listel Listel Listel Listel

The famous Parisian restaurant asked the agency to create this label in its image. The wine was developed in collaboration with the house of Listel, whose story started in the 15th century, at the heart of the Petite Camargue, beside the Mediterranean, at the foot of the medieval ramparts of Aigues-Mortes, on a sandy soil that is unique in the world. At the end of the 19th century, only the vines planted in sand were able to escape Phylloxera, which destroyed and reduced vines to nothing everywhere in France. It was in this era that the history of the Domaines Listel vineyard took a decisive turn. It was also during this period that Domaines Listel created an estate between Sète and Agde. Designer: Daedalus Team Designed by the agency: global identity


For the Christmas period, Kursner, a Swiss wine grower/producer, wanted to market a boxed set of its three sparkling wines Gaspard, Melchior and Balthazar (one dry, one brut and one rosé) in the European Union and Switzerland. Bulko undertook the creation of the complete boxed set. The agency had to propose a boxed set that brought up to date the traditional image of the Three Kings, and came up with a transparent folded box in Perspex, and three different heavy bottles with silver seals showing the emblem of the brand. The labels are minimalist, with a modern colour language ideal for bringing the whole package up to date. Upmarket and modern… Designer: Sébastien Gavetti Designed by the agency: packaging, design produit

Kursner Kursner ursner Kursner

el

Gaspard, Melchior, Balthazar

160 161


new PACKAGING DESIGN

N

alcohol

Wine

StGobelainEmballage St Gobelain Emballage St Gobain Emballage St Gobain Emballage StGobelainEmballage SG t obea lniEmbaa l ge

The “Wine” sector is one of the most crowded in mainstream distribution, and a real headache for marketing teams. Whatever the distribution network: wine merchants, hypermarkets, mail order, it seems impossible to overturn the classic image of French wine. Nevertheless, St Gobain Emballage has since 1995 entrusted P’Référence with the creation of specific wine bottles. Hand in glove, the company offers a “bespoke” service to negotiants, Châteaux and co-operatives so that they can better differentiate themselves from the competition. This strategy has borne fruit and almost 100 original bottles have been created in this way in less than 10 years. P’Référence leans on traditional values in order to revisit them with a touch of modernity and give the bottle an attractive and distinguishing form. Designer: P-Référence Team Designed by the agency: volume design


To announce the beginning of summer 2007 at Nicolas, centdegrés created three limited editions in the range "Les Petites Récoltes": a red wine, a white and a rosé. Conviviality, fun, freshness: Les Petites Récoltes awaken the senses! Appreciating the work of the illustrator Declauzé in previous years, Nicolas turned again to centdegrés to decorate the three references of the Petites Récoltes range. In 2007, it was decided to use intense colours: three notes of colour for three different flavours, an appetising red, a fruity green, a bewitching pink! The decoration makes life sparkle; nature is invited for this seductive summer rendez-vous. Your health! Designer: centdegrés Studio Designed by the agency: packaging

Nicolas Nicolas icolas N Nicolas

Emballage ballage mballage elainEmballage Gobea lniEmbaa l ge

Les petites récoltes

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new PACKAGING DESIGN alcohol

Wild Pig

GabrielMeffre Gabriel Meffre Listel Gabriel Meffre GabrielMeffre GabreiM l efre G M aeb rliefrf

This wine from the Pays d’Oc forms part of the Maison Gabriel Meffre. M. Gabriel Meffre bought its first vines at Gigondas. In a few years it became one of the premier owners of AOC vines in France, with no less than 800 hectares of vines in the Vallée du Rhône and Provence. The brand presented, Wild Pig, is sold to English speaking markets. It embraces a light-hearted persona, and the bottle label is enlivened with a pig at the top, with a livery combining grey and orange that makes the product very readable in its place of sale. Designer: Daedalus Team Designed by the agency: global identity


ListelListel Listel Listel

CĂŠpages

The graphic identity of this new offer proposes reference points that are new, accurate and truly readable, aimed at young or inexperienced consumers. The approach, via the grape varieties, is deliberately simple and impactful. A balance is struck between refinement and accessibility with the illustration of juicy grapes as if to stimulate the taste buds. The choice of a white typography on a coloured background, premium codes such as gold hot-pressed on a white background, and the fresh colours, give it all its elegance. Listel has become an umbrella brand, capable of offering the consumer a varied and clear selection of products. Designer: Anna Anderson Designed by the agency: graphic design

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new PACKAGING DESIGN

Riber R Ribera d Riber

alcohol

Dunoyer de Ségonzac

Philippe Philippe Dun Philippe Dunoyer de Sé Philippe

Dunoyer de Segonzac is a new Bordeaux wine to grace your table, with a strong brand and label created by Dragon Rouge. Philippe, a grand-nephew of the illustrious engraver and watercolourist André Dunoyer de Segonzac (1884-1974), brought to life a project which had been close to his heart for 20 years: to produce a red Bordeaux that was pleasant to drink and, most of all, a convivial wine. Blessed with an agreeable, floral nose, which is followed by a finish just as impressive as its aroma, lasting and without agressivity, the wine merited the impressive label produced by Dragon Rouge: while respecting the family coat of arms and the codes of Bordeaux wines, it is innovative in order to stand out on the crowded sales shelves. The agency chose a unique and powerful graphic terrain: an animal symbolism based around the lion for an accessible wine. This emotional approach was designed to increase the presence of the brand among consumers that were experienced as well as novices. This new wine, which stands out by its strong brand, will soon be joined by a Dunoyer de Segonzac white. Designer: Patrick Veyssière Designed by the agency: design packaging, identity


Situated in Valtiendas (Spain) at an altitude of 920 metres, 30 km from Aranda de Duero and 28 km from Peñafiel in the province of Segovia, the Ribera del Duratón vineyards are close to the River Duratón. The secret of these wines is found in the vine, in its geography, the composition of the soil, the varieties planted and attentiveness to its biological cycle. Pago La Moravia 2002 is a Monovarietal of Tempranillo. Carefully chosen, it produces the best grapes of the vineyard. "Pago" means "parcel of land" in La Moravia. Its production is very limited: only 5,000 bottles, numbered by hand by a calligrapher. Designer: Sébastien Gavetti Designed by the agency: packaging, design produit

Ribera del Duraton Ribera del Duraton Ribera del Duraton Ribera del Duraton

P hilippeDunoyerdeSégonzac lippe Dunoyer de Ségonzac er de Ségonzac PhilippeDunoyerdeSégonzac PhilippeDunoyerdeSégonzac Php il peDunoyedreSégonzac

Pago La Moravia

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new PACKAGING DESIGN

F Fiée F

alcohol

AOC range

Nicolas Nicolas Nicolas Nicolas Nicolas Nco ials

The objective in repositioning the identity of this range was to reinject the gustatory values of the French grape varieties and to reinforce the AOC (appellation d’origine contrôlée) message: that it represents the origin, the tradition and the knowhow of the wine-producing regions. To face up to the "new world" wines which freely use innovative designs, it was necessary to assert clearly the intrinsic values of the products and to reassure with meaningful visual codes. Composed of 10 references, the range possesses varieties from diverse and varied regions. The chosen design unifies the range and gives it a single identity. Each grape variety and each region has its own colour code and a specific illustration. These line illustrations stem from the world of wine. The sober and minimalist treatise confers modernity on products of tradition. Designer: Philippe Céré Designed by the agency: identity


The creation of this range of wine from the South was motivated by the wish to express the origin of the product using an depiction of Poseidon, the symbol of ancient Mediterranean culture. Chromatic codes, carefully chosen from a palette of hot colours, were attributed to each grape variety. Designer: Daedalus Team Designed by the agency: packaging, global identity

Fiée des Lois Fiée des Lois Fiée des Lois Fiée des Lois

olas olas Nicolas Nco ials

Caléis

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new PACKAGING DESIGN

D D aeD

alcohol

Château de By

Greysac Greysac Greysac Greysac Greysac G eyra sc

For more than 30 years, Greysac’s philosophy has been guided by initiative and innovation. The Greysac brand’s three wines are: Château Greysac, Château du Monthil and Château de By. The two generic wines are eclipsed by the fame of Château Greysac, the United States’ fourth most important wine import. The agency had to find a unifying identity, integrating the notion of a range and a gauge of quality. They decided to capitalise on the Y, the central element of the word Greysac. With the agreement of the client they changed the name of Château Monthyl to integrate the same letter in place of the i, and used the label of Château de By, pronounced "bi", to launch the logo and say "By GreYsac". In advance of the prestigious Vinexpo salon, they thus created a block logo as well as the catch phrase: Made by Nature. Brochures destined for the public and professionals, a CD-ROM and poster were created according to the same graphic charter. An alliance of visual modernity and tradition was at the heart of the client brief. Designer: Sébastien Gavetti Designed by the agency: packaging, design produit


This bottle, designed for an exhibition on packaging, is rich in symbols. First of all the amphora which was the most common receptable for transporting three basic products – wine, olive oil and fish sauces (such as garum) – in the Mediterranean basin in Antiquity. It echoes merlot, the grape variety developed in Italy, Switzerland and the South-West of France. Finally, the amphora is a symbol of returning to the sources of packaging, to its primary use, that of conservation. Designer: Daedalus Team Designed by the agency: packaging

Daedalus Daedalus D aedalus Daedalus

ac ac Greysac G eyra sc

Kerala

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new PACKAGING DESIGN

Ch창teau Ch창t Ch창teau Fran Ch창teau

alcohol

V3+

Direct Wines Direct Wines Direct Wines Direct Wines D tW irecW D erinciteneiss Daedalus here created an interesting paradox in wine packaging. There is an original break with the norm in the presentation of the label, which is loose, and at the same time a link is made with the ancient tradition of wax seals, the ancestors of the labels that illustrate the savoir faire of a wine area. Designer: Daedalus Team Designed by the agency: global identity, packaging


Producing wine from its well-known estate, ideally situated in the Bordeaux wine region, this chateau is also a small charming hotel on seven acres situated in the heart of the grands crus classés of Saint-Émilion. The chateau’s label needed a strong new look that could give the wine a distinctive pitch in the top-of-the-range market where export is essential. The brief: to bring modernity while simultaneously safeguarding a traditional image, top-of-the-range and chic. The label’s format is 85mm long by x 90mm high. To safeguard the traditional image of the wine, the agency used the engraving of the estate, a black serigraph and an English typography for the name Franc Mayne. A gold frame to the label reinforces the chic look. All the small print is transferred to the back label. For the cap: they innovated thanks to a gradation of colours (rarely used by wine bottlers) guaranteeing a visual coherence to the whole bottle. Designer: Sébastien Gavetti Designed by the agency: packaging, design produit

Château Franc Mayne Château Franc Mayne âteau Franc Mayne Château Franc Mayne

Wines Wines ecW tW D erinciteneiss

Château Franc Mayne

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new PACKAGING DESIGN

L’Ab L’Ab

alcohol

Pétillants

Listel Listel Listel Listel Listel Listel

In the context of a festive wine market that was sluggish, Listel wanted to revitalise the visual identity of its Pétillants range, which was celebrating its 25th anniversary. In perfect harmony with its new positioning: "Pétillez-vous la vie" ("Add a bit of sparkle to your life"), the new identity expressed its festive and fruity character while carrying the natural values of Listel. Joie de vivre and exuberance are conveyed by the dynamism of the bubbles decoration and the inclination of the logotype. The approach is through colour and fruit. Finally, to echo the taste, the choice of a mat and coloured metallic wrapping for the neck adds sparkle and freshness. Designer: Anna Anderson Designed by the agency: identity


Marketing, which has for a long time been concentrated on advertising and promotion, is now giving primary importance to packaging. So today, to get a brand talked about and boost the sales of a product, it is not rare to launch a specific packaging, made in limited quantities. Moreover, this event-led approach has become essential in certain markets such as those of alcohol and perfumes. The main objective of this strategy is to surprise the consumer by offering him a little bit extra… A break in the routine, event-led packaging establishes a more intimate relationship with the brand’s regular customers and plays a part in strengthening loyalty, but also incites new clients to try the product. Leffe had to go with the flow. Designer: P-Référence Team Designed by the agency: graphic design

L’Abbaye de Leffe L’Abbaye de Leffe L’Abbaye de Leffe L’Abbaye de Leffe

ListelListel

Leffe Event

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new PACKAGING DESIGN alcohol

grande tradition

Jaillance N Jaillance Jaillance Jaillance Nico Jaillance a Jl ince N

In June 2004 the sparkling wine producer Jaillance invited agencies to compete for the packaging design of its top of the range Clairette de Die Grande Tradition. Trafik won this competition with a project involving printing on the bottle itself. A peachy-orange symbolises the taste characteristics of the wine, and the treatment positions the bottle in the category of luxury produce. Designer: Trafik team Designed by the agency: packaging, volume design, graphic design


ce Nicolas Feuillate Nicolas Feuillate ce Nicolas Feuillate Jaillance aJl ince Nicolas Feuillate

Nicolas Feuillate

In 2005 Nicolas Feuillatte entrusted 5 Rue Dosne with the task of developing the design of a new vintage dedicated to lovers of champagne and gastronomy. The agency imagined a presentation box design that was at the same time event-led and timeless, with a style that reinterpreted in a contemporary way the wood of the “225� cask in which this vintage has been fermented. The presentation box also serves to glorify the bottle via its system of opening. For the occasion, the agency also created the decoration of the bottle, inspired by the same codes with an interpretation that is both pure and elegant. Designer: Sun Park, Marc Claes Designed by the agency: Design volume, graphic design

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new PACKAGING DESIGN alcohol

Coffret Charles Heidsieck

CharlHeid esHe Charles Charles HeidsieckCharlesHe C h

BETC Design reworked the identity of Charles Heidsieck to accentuate the brand’s positioning in the upmarket segment. The agency redesigned the logo and the label on the bottle, putting the information in a more effective hierarchical order and bringing out the "differentiating" elements. The agency also designed a "prestige" presentation box using the white and gold codes that are emblematic of the brand, as well as the technique of heat embossing for the escutcheon and the frieze. The signature of Charles Heidsieck in mat gold on the right-hand side, married with a mat and tactile card, gives the box value as showcase. Designer: Quentin Fourre, Cristina Fernandez Fanega, ElÊonore Morasso Designed by the agency: global identity, packaging


To create surprise and enliven the world of champagnes for the New Year period, Veuve Clicquot decided to develop a limited edition that was exceptional in that it had never before been seen in a champagne shelf space. Being freely inspired by the materials used for Neoprene diving suits, then reinterpreting them, Veuve Clicquot created the "Ice Jacket", a cover that is simultaneously elegant, refined and practical as it preserves the cool of the bottle. Innovative through its mixing of genres and turning on their head the traditional codes of luxury, the "Ice Jacket" allowed Veuve Clicquot to assert once more its pioneering and creative spirit, and thus to win the Grand Prix StratĂŠgies du Luxe in 2004. Designer: Marc Claes Designed by the agency: product design

Veuve Cliquot Ponsardin Veuve Cliquot Ponsardin Veuve Cliquot Ponsardin Veuve Cliquot Ponsardin

CharlHeidsieck esHeidsieck rles ckCharlesHeidsieck C sed iC seie haerlH H he a d sclcirskk

Clicquot Ice Jacket

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new PACKAGING DESIGN alcohol

Champagnes events

Nicolas Feuillate Nicolas Feuillate Nicolas Feuillate Nicolas Feuillate

For Champagne Nicolas Feuillatte, QSLD Paris also designed the 1/4 size event bottles, based on the concept of "one fo(u)r her, one fo(u)r him". Their packaging is highly coloured, modern and attractive. The bottle in transparent glass allows the colour of each of the champagnes to appear, with labelling and collaret in fuschia for the rosĂŠ and electric blue for the white, each adorned with silver notes. The reference to the 1â „4 size has pride of place in the same tones on the collaret. The final original touch is the wrist loop attached to each bottle so as to allow one to carry it on the hand and to drink these champagnes at any hour and in any place. Nicolas Feuillatte also wanted to create exclusive event boxes for the New Year celebrations. The concept was to insure differentiation thanks to an extremely attractive canister, taking into account a specific theme and very innovative techniques via the use of fine and original materials. Designer: Denis Boudard Designed by the agency: concept and graphic design


e illate e

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new PACKAGING DESIGN

hampag C Ch Krug

alcohol

CLICQUOT Accessories

Veuve Cliquot Ponsar Veuve Clicquot Ponsardi Veuve Clicquot Ponsardin Veuve Cliquot Ponsardin

This project involved the volume and graphic design creation of a collection of prestigious objects for Veuve Clicquot. The collection is composed of objects, all centring around an elegant ice bucket. The latter is composed of a bucket in "Clicquot yellow" integrated into a transparent bucket of which the base, also in "Clicquot yellow", seems to light up. In low light the yellow parts appear to hover in space. Designer: Denis Boudard Designed by the agency: volume design, packaging, identity, derivative line


Krug Champagne is a champagne house that has been based in Reims for more than 160 years. The house was created in 1843 by JohannJoseph Krug, who originated from Mainz. Today it belongs to the luxury group LVMH. It is directed by RĂŠmi Krug, representing the fifth generation, and by the head of the cellars, Eric Lebel. The house entrusted the agency with the redefinition of its corporate identity, with the objective of a strong capitalisation on and enhancing of the brand. The images presented illustrate how the new graphic chart has used on the bottle labels of the range. Designer: Daedalus Team Designed by the agency: global identity

Champagne Krug Champagne Krug Champagne Krug Krug

ot Ponsardin Ponsardin in ardin

Champagne Krug

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new PACKAGING DESIGN alcohol

Branding Moët & Chandon

Moë Moët &C Moët & Chandon Moë

Moët & Chandon, an institution in the world of top-of-the-range champagnes, enjoyed an indisputable image of quality, but lacked glamour and panache. Leaning on the new positioning "Be Fabulous", the agency was charged with breathing in new youth, style and luxury codes that are easily identifiable by an international clientele. It first acted on the event packs for the activities that punctuate the year, then worked to perpetuate the new recognition codes of the brand: the vertical Moët brand echo, the "diamond point" background, the pale gold, red and black colours also appear on the permanent pack and supports. Designer: Sun Park, Marc Claes Designed by the agency: packaging, product design, identy


Moët &Chandon Moët & Chandon ndonMoët&Chandon M C ëthaC nM d o& & hano doë nnt

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new PACKAGING DESIGN

C Cou C

alcohol

Triomphe Cognac

Hine Hine Hine Hine Hine Hnie

In 1888, Thomas Edouard Hine decided to celebrate the victory over Phylloxera, which had ravaged the French vineyards for years, by producing an exceptional cognac, which he baptised “Triumph�. This reference is still a tradition at Hine. It unites more than fifty eaux-de-vie, chosen exclusively from the Grande Champagne, aged separately in small casks. The packaging of this cognac is characterised by a bottle label that is sober and modern and a box with an opening like a cigarette packet, produced in a material that subtly glistens thanks to fine, sparkly mineral particles incorporated into the paper. Designer: Daedalus Team Designed by the agency: global design


The agency Carré Noir refined and harmonised the volume design and packaging across the Courvoisier range, while capitalising on a brand icon. The accent is placed on the shape of the bottles and on its exceptional origin linked to Napoleon. This spirit dates from the beginning of the 19th century. Legend says that Napoleon made sure that several bottles of cognac were taken on the ship that transported him to Saint Helena. The English officers appreciated this, and called it “Napoleon’s cognac”. Courvoisier represents a modern range that is both trendy and luxurious. Designer: Carré Noir Team Designed by the agency: packaging, volume design

Courvoisier Courvoisier Courvoisier Courvoisier

HineHnie

Cognac XO

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new PACKAGING DESIGN

Del

alcohol

Navan

Grand Marnier Lapostole Grand Marnier Lapostole Grand Marnier Lapostole Grand Marnier Lapostole Grand Marnier Lapos GrandMarnierLapo The brandies already present in the US market are generally middle-of-the-range liqueurs offering between 20 and 30ยบ alcohol proof. With the sector of flavoured spirits showing strong growth, the house of Grand Marnier, an expert in top of the range spirits, decided to initiate a new segment of premium flavoured brandies. Thus, in launching Navan, a liqueur whose originality lies in a recipe combining real cognac at 40ยบ alcohol proof with natural Madagascan vanilla, Grand Marnier is targeting a clientele that is young, festive, hedonist and transcultural, assuring a discreet but real filiation with the codes of Grand Marnier while at the same time modernising them. Designer: Sun Park, Marc Claes Designed by the agency: volume design, graphic design


The illustrious house of Delamain, internationally renowned for the quality of its aged cognacs, wanted to launch an Extra quality in a specific carafe, and a box that evoked both a certain modernity and a very qualitative image. The shield on the bottle, which is reproduced on the box, carries the interlaced arms of Delamain and Ranson. The marriage of James Delamain, celebrated at Jarnac on the 24th of November 1762, marked the beginning of his life as a cognac merchant. Designer: Daedalus Team Designed by the agency: derivative line, graphic design

Delamain Delamain Delamain Delamain

postole le

postole nier Lapostole arnierLapostole

Coffret Delamain

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new PACKAGING DESIGN

He

alcohol

Ballantine’s Event

Ballantine’s Ballantine’s Ballantine’s Ballantine’s Bal inae lantB l

The agency Carré Noir designed event packaging that strongly asserted the character and specificity of each product in the Ballantine’s range. The birth of Ballantine’s Scotch Whisky goes back to 1827, when George Ballantine opened a grocer’s shop in Edinburgh and wanted to offer a selection of whiskies to a distinguished clientele. The success of his whisky blends was such that in 1928 Ballantine’s had the immense honour of receiving the shields of Scottish nobility that today figure on the bottle. Designer: Carré Noir Team Designed by the agency: packaging, volume design


For the creation of volume design for the limited edition Lock Box Richard Hennessy, the objective was to glorify the product as much as possible, taking into account various desires that would appeal to an upmarket clientele: the idea was to protect the product via limited access. The concept implies a special gesture because of its extremely "selective" use. The suspended cognac bottle in Baccarat crystal is surrounded by transparent Perspex then framed in metal, offering limited access thanks to its lock. Designer: Denis Boudard Designed by the agency: volume design

Hennessy Hennessy Hennessy Hennessy Hennessy

llantine’s ne’s llantine’s Bal nae lantiB lnlie’tss’

Lock Box

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new PACKAGING DESIGN

P Perno P

alcohol

Davidoff Cognac

Henessy Hennessy Hennessy Hennessy Henessy Heneys

This small range of two cognacs carrying the prestigious brand name of Davidoff had to rejuvenate its image. That is why the agency opted for a sober and luxurious decoration for the bottle labels and boxes. The support chosen is a pearlised paper which again reinforces the qualitative perception of these two products. Designer: Daedalus Team Designed by the agency: packaging, derivative line


Martell redefined its brand strategy as a true luxury brand in order to accentuate the quality of its products. Dragon Rouge and Martell got together to create a key reference in the world of cognac after the relaunch of its great classics (VS, VSOP and above all Cordon Bleu): the XO, a new status symbol for the brand, is a key reference, particularly in Asia and Russia. Dragon Rouge therefore imagined the concept of an XO that reflected the rich and complex character of Jean Martell through the creation of a carafe (the pure form of an arch) and a unique presentation box in a platinum colour, itself engraved with the initial of Martell, which makes the link between tradition and modernity. The work of the glassmaker, entirely sculpting the form in a wreath of ribbons, and the solid stopper in engraved metal, which brings with it the sophistication and savoir-faire of metalworking, express all the subtlety and nobility of the product in a contemporary way. It is a new illustration of Dragon Rouge’s credo: “The brands of tomorrow are those that know how to display their heritage with today’s taste without ever breaking with the past.” Designer: Patrick Veyssière Designed by the agency: design packaging, identity

Pernod Ricard Pernod Ricard Pernod Ricard Pernod Ricard

nessy y nnessy Henessy Heneys

Martell XO

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new PACKAGING DESIGN alcohol

Camus Camus Camus Camus Camus Camus Camus Camus camus Cognac Camus Camus Camus Camu Capitalising on her great knowledge of the world of luxury, Sylvie de France was able to extend her creativity from perfume and cosmetics to spirits. The new visual identity of Camus cognacs puts the spotlight on the codes of the brand. By creating a vertical band of colour that appears on the entire range, Sylvie de France injected energy into a contemporary and sober style, resulting in a strong impact. Designer: Sylvie de France Designed by the agency: visual identity


s Camus Camus

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new PACKAGING DESIGN

D Dela D

alcohol

Quest Cognac

Unicognac Unicognac Unicognac Unicognac U ncong a nicogU inacc

Unicognac is a Charente wine cooperative at Jonzac-France that produces cognac, pineau des Charentes and wines, which are sold under the Jules Gautret brand names. At its origin, the Maison Jules Gautret, founded in 1847, made cognac and pineau des Charentes at Jonzac (Charente-Maritime) and sold it in France and in several neighbouring countries. After more than a century of knowledge and development, the Maison Jules Gautret merged with a Charentais cooperative group to form Unicognac. Unicognac asked the agency to propose an overall brand/product concept designed to recruit new consumers for a cognac that breaks with the traditional codes of the product. Daedalus proposed this project on the theme of Adventure and Conquest. Designer: Daedalus Team Designed by the agency: global identity, packaging


This rare Delamain cognac is in the super Premium category. The specially designed carafe is presented in a totally original bellows box, whose creation was inspired by the work of luggage makers in the past. In fact this cognac is a metaphor evoking the world travels of the founder of the house, James Delamain. Designer: Daedalus Team Designed by the agency: packaging, derivative line

Delamain Delamain Delamain Delamain

ognac c ognac U ncong a nicogU inacc

Delamain’s Travel

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new PACKAGING DESIGN

alcohol

Héritiers

Rhum Clément Rhum Clément Rhum Clément RhumClément R elnentt humCélm RhuC m ém

Since 1887, the prestigious Clément rum has been made in the purest tradition and according to the rules inherited from Homère and Charles Clément. Clément agricultural rum is produced from the direct distillation of pure cane juice and in the strict respect of the new rules of its Appellation d’Origine Contrôlée (AOC). The event bottle marked an evolution in the image of the Clément brand, by adopting a new, very contemporary bottle. Designer: Daedalus Team Designed by the agency: graphic design


To communicate as strongly as possible the vitality of the brand, centdegrés designed a “space-ready” cognac container. The bottle creates the event: it is truly designed to be sent into space and consumed there (the materials have been designed to resist the constraints of space and preserve the taste qualities of the liqueur in a weightless environment). The futuristic container initiates an unheard-of way of consuming it (through a straw and frozen). Designer: centdegrés Studio Designed by the agency: product design, packaging

Rémy Martin Rémy Martin Rémy Martin Rémy Martin

Clément ment Clément R elnentt humCélm RhuC m ém

rémy space

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new PACKAGING DESIGN

Pe Perno

alcohol

Canister Glen Turner

Glen Turner Glen Turner Glen Turner Glen Turner Gl enTurne GeTulnre

The brief was the creation of a metal canister that would make a splash by breaking away from the classic metal box while preserving the identification of the brand. The values to transmit are the image of a quality product that will attract consumers so as to promote impulse buying. The feel of the canister when touched shows the nobility of the product, while the variations of colours denote the richness of the tastes and aromas. The Glen Turner brand name is inscribed loud and clear on the back of the canister. Its vertical line reinforces the visibility of the brand and procures modernity in a traditional environment. Designer: Philippe CĂŠrĂŠ Designed by the agency: event packaging


Ricard, the world leader in aniseed flavoured drinks, marketed in 120 countries, is the premier spirit brand in France, Belgium and Luxembourg. In 2004, Dragon Rouge took on the new packaging for the 1 litre bottle and the new pack for the launch of an innovative product for widescale distribution: the 25cl "ready to drink" bottles. For the 1 litre bottle, Dragon Rouge revisited the strong and historic codes of the brand while bringing them up to date and in line with today’s tastes. The Ricard brand, from now on detached from its label, had to be used to best effect, the "raw ingredients" intrinsic to it (the sun, the maker’s signature) had to be brought to the fore, and, finally, a way had to be found to introduce elegance and refinement (the format of the label, typography) without betraying its roots. For the "ready to drink" bottles, the agency created a packaging that established an idea of freshness combined with ready-to-drink in a spirit close to that of beers Designer: Patrick Veyssière Designed by the agency: design packaging, identity

Pernod Ricard Pernod Ricard Pernod Ricard

n Turner ner n Turner Gl enTurner GeTulnrer

Ricard

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new PACKAGING DESIGN alcohol

Mini Martini

Martini Martini Martini Martini Martini Manirt

Martini launched Mini Martini, and asked centdegrés to create a “tasting kit” with a new format for the well-known aperitif. They wanted to create the circumstances for pleasure, to make the moment sacred, to create a ritual. They wanted to make a client seeing the Mini arrive for his neighbour at a nearby table desire it, and order it for himself… The set comprises a tray carrying the Mini bottle, two phials for the ingredients of a cocktail, and a little dish of cut up fruit. This object of ritual is designed in transparent resin, which fades into the background next to the iconic Martini bottle and sets it off. One desires it with the eyes, before tasting it. For the press launch of Mini Martinis, the agency designed a boxed set like a contemporary jewel box, in an Italian crimson red… Designer: centdegrés Studio Designed by the agency: product design, packaging, merchandising


ini ini Martini Manirt

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new PACKAGING DESIGN

Du

alcohol

Rhums Clément Aromatisés

léem sC um Rh nt m lé C s m u h R m Rhums Cléments RhumsCRlé s C m u h Rhum Rhum Clé Rhum Clément Rhum

The double objective in the creation of this range of flavoured rums was to recruit new consumers of rum, and to give the brand a more youthful image. A design of bottle was chosen that is completely new to this segment, and the coloured and dynamic graphics have been directly applied to the bottle by the technique of annealing. Designer: Daedalus Team Designed by the agency: packaging


This white rum from a range of three products sold under the brand Angostura uses the butterfly as its principal graphic image. This striking choice is linked to the brand because its founder was a lepidopterist. His collection of butterflies can still be seen at the historic head office of the company in Trinidad. Designer: Daedalus Team Designed by the agency: visual identity

D ugas Dugas Dugas Dugas Dugas

ents hu nts mléem CmlésC tsnst m humsCRlé e lm séen C hum lssent ém m RhuC Rhum Clément Rhum Clément nt Rhum Clément Rhum éC ment Cl Rhum élment

Rum Angostura

204 205


new PACKAGING DESIGN alcohol

Suze

Pernod Ricard Pernod Ricard Pernod Ricard Pernod Ricard

This famous drink is made from an aromatic base using 50% wild roots. It is a subtle mix of infusion and gentiane spirit enhanced by a carefully measured dosage of aromatic plant extracts, obtained by maceration. In addition to the traditional aspect of its fabrication, Suze markets itself in a contemporary spirit by regularly asking designers to create limited editions. CentdegrĂŠs organised the two projects around the famous couturiers Sonia Rykiel and Paco Rabanne. Designer: centdegrĂŠs Studio Designed by the agency: product design, packaging

C Che C


Cherry Rocher Cherry Rocher Cherry Rocher Cherry Rocher

Cherry O

This alcoholic cordial with a base of cherries is clearly addressed at a young clientele looking for new products. The target consumer thus motivated the choice of a container in aluminium that is modern and hi-tech, and a stylised fruit decoration directly applied on the metal of the bottle. Designer: Daedalus Team Designed by the agency: packaging

206 207


new PACKAGING DESIGN

L’Héritier G

alcohol

Hot Connexion Boisset

L’Hé L’Héritier G L’Héritier Guyot L’Hé

Despite its name, this “hot connection” is not a new multimedia offer, and it has even less to do with chatlines. “Hot connection” is a new range of alcoholic cordials launched by L’Héritier Guyot, which surfs on the crest of a wave that combines tradition and innovation. These bottles, using the technique of the thermo-retractable sleeve, are enlivened by a red frog, which functions as a gimmick, a common denominator throughout this range of cordials with exotic flavours, developed with young consumers in mind. Designer: Daedalus Team Designed by the agency: global design, packaging


L’Héritier Guyot is a well-known producer of crème de cassis. This range of flavoured cordials was created to respond to a craze among young consumers for “new” alcoholic cordials. This led to a range of coloured labels illustrated in a “comic strip” style for each of the visuals evoking the flavours: spice, cactus, etc. Designer: Daedalus Team Designed by the agency: global design

L’Héritier Guyot L’Héritier Guyot Héritier Guyot L’Héritier Guyot L’Héritier Guyot L’HéritierGuyot

L’Héritier Guyot ’Héritier Guyot ot L’Héritier Guyot L’HéritierGuyot L’HérietG r uyot

Liqueurs

208 209


new PACKAGING DESIGN alcohol

g.h.mumm

G.H.Mumm G.H.Mumm G.H.Mumm G.H.Mumm G.H.M G.


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new PACKAGING DESIGN alcohol

g.h.mumm

G.H. G.H.Mumm

The brief was to give back a sense of prestige to G.H.Mumm. Faced with an increasingly competitive market, the brand was looking to redefine its graphic codes through a platform of identity that would allow it to gain in reputation and stand out from the crowd, in order to rejoin the exclusive club of the handful of great brands that one is proud to present as a gift to friends.


G.H.Mumm G.H.Mumm umm G.H.Mumm

212 213


new PACKAGING DESIGN alcohol

g.h.mumm

G.H.M G.H.Mumm G.H.Mumm G.H.M

The first job was the rethink the identity of the brand. The agency pursued a simple idea. The fame of the brand came from the "cordon rouge" brut, the flagship product of the champagne house. The agency took the symbol of the red ribbon, present on the product and known throughout the world, to make it the new institutional symbol of the brand, becoming the major element, present on all the products and communications of the champagne house. From there, it was able to structure the whole portfolio of G.H.Mumm, to reconsider the logic of the range and to fix the role of each product and its personality.


G.H.Mumm H.Mumm G.H.Mumm

214 215


new PACKAGING DESIGN alcohol

g.h.mumm

G.H.M G.H.Mumm G.H.Mumm G.H.M

Next, it created all the elements that represent the presence of the brand in the places where it is consumed (flutes, ice buckets, bowls, bottle stoppers, ashtrays‌). It then produced a "Look and Feel" chart that defined the modes of expression of the brand in restaurants, bars, hotels and event stands. This art direction work, carried out over more than two years, allowed it to give back to the brand the trademarks of a handsome and desirable champagne house, and international renown. Designer: centdegrÊs Studio Designed by the agency: product design, packaging, visual identity


G.H.Mumm H.Mumm G.H.Mumm

216 217


new PACKAGING DESIGN alcohol

ruinart events

Ruinart Ruinart Ruinart Ruinart Ruina Runi


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new PACKAGING DESIGN alcohol

ruinart Events

Ruina Ruinart

Valentine’s Day 2007: For this first presentation box designed for Valentine’s Day, Partisan du Sens has created an object that forms the ideal present for lovers. The lines are sober, pure and particularly elegant. The box is covered in chocolate-colour textured paper enhanced by elements in pink leather. Pink stitching decorates each piece of leather, which is tinted on the sides. The handles on the top of the box discreetly slike through the loops that keep them in place to become flat when not in use. The care brought to each of the details of this box makes it luxurious but not ostentatious.

Escapade 2007: The creative theme for this project is “picnic in the sun”. Partisan du Sens decided to pursue two creative axes: the trunk and the rays of the sun. A very elegant weave is printed on a beige leather, inspired by old-fashion trunks, and reinterpreted for today’s taste in lively colours. All the straight edges of the trunk have been finished in the same yellow leather as the handle and the label. The care brought to the finishings is primordial as these are the details that bring elegance and refinement.


Ruinart Ruinart nart Ruinart Ruinart Runiart

220 221


new PACKAGING DESIGN alcohol

ruinart EVENTS

Ruinart Ruinart Ruinart Ruinart Ruinart Runiart

Printemps is around the corner (2008) : For this second Valentine’s Day presentation box by Ruinart, Partisan du Sens took its inspiration from flowers. Opening the box, pink and ivory petals unfold revealing the bottle and the flutes. The elements in ivory leather (the handle, the button-down flaps for closing) highlight the elegance and refinement of the product. On the box, small letters hot-pressed in gold harmonise to form a curve that recalls the gentle lines of the petals inside. Designer: Partisan du Sens Studio Designed by the agency: volume design, product design, packaging, visual identity


art art Ruinart Runiart

222 223


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

NEW PACKAGING DESIGN


Soft Drink


he history of humanity is directly linked to water because of the body’s vital needs. The regulation and distribution of water rapidly became essential to urban development. The soft drink category groups together not only flat and carbonated water but also any non-alcoholic drink. In the case of water, French legislation allows one to attribute a quality to its origin. In addition, the visual codes of the packaging are fairly uniform. For a long time blue was the dominant colour. Recently a few design agencies have broken with tradition by integrating other colours such as red into the visual codes. Here we see a wish to attract the eye in a different way in the considerable shelf space devoted to this type of product. When it comes to fizzy drinks, the visual codes are more varied. The problematic is not the same. These drinks are less concerned with fulfilling a basic human need and appeal more to the imagination. Recently a trend has emerged that attempts to link the benefits of mineral waters with the more invigorating codes of fizzy drinks in the form of flavoured mineral water drinks. It is another way to reach a younger public that is primarily attracted to fizzy drinks.


NEW PACKAGING DESIGN

S

soft drink

contrex

Neslé Waters Neslé Waters Neslé Waters Neslé Waters N aée esélWN W etlsrsseart

Contrex, a natural mineral water, rich in mineral salts, plays an emotional card with its new brand identity designed by Dragon Rouge. Belonging to the group Nestlé Waters, Contrex has established itself as a slimming aid through its health benefits, recognised since 1864. Facing increased competition and a widening water offer from the brand MDD directed at women, Contrex strengthened its position with a new argument for slimming that left behind the image of "forced slimming" in favour of feeling beautiful and seductive, to feel nearer to its feminine target audience. Contrex looked again to Dragon Rouge for a new symbolic code: a fuschia heart, the universal symbol of femininity; blue and pink, specific colours of the brand; the Contrex typography made more prominent; a representation of "young Contrex women" that was ultra-feminine and mischievous. Finally, the outer packaging shows a reproportioned heart to maximise the impact on the shelves. Designer: Patrick Veyssière Designed by the agency: design packaging, identity


Saint Antonin is a new brand that wishes to take a significant place in the already crowded market of mineral waters, and had to communicate a clear and strong message to the consumer. The chemical characteristics of the water are a discriminating element that can be used for constructing the message; at the same time a place must be reserved for making people dream about the origin of the spring. The angel, Saint Antonin, is thus represented in the background of the logo. The more the water possesses special characteristics, the more the indication of its specificities must be precise without taking the risk of presenting this water as a pharmaceutical product. To drink is above all a pleasure: that of quenching one’s thirst with a product that is healthy and natural. Bringing to the fore its richness in magnesium and calcium with the chemical symbols “mg” and “ca” is treated in two colours. Designer: P-Référence Team Designed by the agency: graphic design

Saint Antonin Saint Antonin Saint Antonin Saint Antonin

Waters ers Waters N aée esélWN W etlsrsseart

Saint Antonin

228 229


NEW PACKAGING DESIGN soft drink

Vittel

N W éelsseart Neslé Waters Neslé Waters Neslé Waters N aée esélWN W etlsrsseart

Dragon Rouge attacked a new challenge: to reinvent the vitality of Vittel (a pioneer in the mineral water market) through a new packaging concept and to bring the brand into line with today’s codes and consumers. For this, the agency gave birth to a new rounded bottle shape for the flagship Vittel product (1,5L) with a "fit" and elegant profile that expressed more refinement and dynamism. In a contemporary and topof-the-range register, a visual language and style are used: the creation of a minimalist red band, a red colour code that also includes the cap in order to affirm the vitality and fun of the brand. The graphic concept of the illustrative, graphic and photographic elements is to become a real "life line" expressing the emotional values of the brand and every facet of vitality (physical and psychological) in order to bring consumers closer to Vittel. With a new design and a marketing universe around it, Dragon Rouge reaffirms loud and clear and uniqueness of Vittel. Designer: Patrick Veyssière Designed by the agency: design packaging, identity


W éelsseart aters N é Waters N aée esélWN W etlsrsseart

230 231


NEW PACKAGING DESIGN soft drink

badoit Christmas Event

Danone Danone Wa Danone Danone Waters Danone D

The famous sparkling water brand Badoit regularly develops limited editions. Here, the agency centdegrĂŠs was charged with bringing forward the lightness of the bubbles and the chilling recommended for the drink. It therefore played with elegant shades of blue and green-blue for these festive decorations on the "collector" bottles for Christmas 2002 and 2003. Designer: centdegrĂŠs Studio Designed by the agency: product design


Danone Waters Danone Waters Danone Waters one Waters Danone Waters Danone Waters e Waters Danone Waters DanonW e aetsr Danone Waters DanonW e aetsr

Badoit 2006

An important annual date for the brand, New Year’s Eve celebrations are the occasion for Badoit to offer its clients an event bottle. The temporary aspect of these productions allows the brand to free itself from the constraints of its identity norms, in order to express more strongly the festive nature of its offer. Through this approach it is able both to reinforce the visibility of the brand and to recruit new consumers. Lightly sparkling, Badoit Verte is dressed up in a representation of bubbles that are definitively different. Unusual and astonishing, they express the light and fleeting bubbles of Badoit Verte. Dressed from head to toe in its party dress, it will be the queen of the table. Designer: Philippe Céré Designed by the agency: event packaging

232 233


NEW PACKAGING DESIGN soft drink

La Mini by Taillefine

Danone Wa Danone Waters Danone Waters Danone Wa DanoneW Dano

A major player in the segment of slimming waters, Taillefine decided to enrich its positioning and enlarge its portfolio of products by launching an alternative reference to the standard 1.5L format. La Mini (50cl) is thus positioned as an individual nomad format – practical and perfectly adapted for drinking throughout the day. In order to convey the multitude of possible uses for the 50cl format, the agency chose to personify the bottle (introducing simultaneously an iconic character and a name, "La Mini") while securing an original and contemporary graphic universe, perfectly in tune with current iconographic trends used in the feminine press. Designer: VÊronique Bondonneau Designed by the agency: packaging


one Waters Waters one Waters DanoneWaters DanonW e aetsr

234 235


NEW PACKAGING DESIGN

Danone

soft drink

Badoit Pack

Danone Wa Danone Waters Danone Waters Danone Wa DanoneW Dano

Badoit, one of the major players in the sparkling water segment, is innovating and enlarging its offer. The Badoit Verte 75cl, recently launched on the market, was suffering from a lack of differentiation with regards to the other offers of the brand, despite a specific volume and a different design. The intervention of the agency consisted in reinforcing the premium positioning with the support of a grouping film, the first vector of communication in the shelf space. Transparency allows for the visualisation of the design of the bottle and its top. The graphics are vertically organised, which allowing the accent to fall on the elegant character of the bottle. The word "design" qualifies the offer and reinforces the "top of the range" aspect of Badoit Verte 75cl x 4. Designer: Philippe Céré Designed by the agency: packaging docAf pour intitulé


This project involved the repositioning of the packaging identity of the La Salvetat Aromatisée range. The new offer, more in line with current trends, is composed of four references. The objective is to communicate the unifying values of the brand: the south, the sun and naturalness. A simple and identifying design gives the range a real proximity. The image of fruit is brought forward in order to convey pleasure and naturalness. The use of colours reinforces the idea of taste and assures the differentiation of the flavours. The appearance of blue connotes the southern sky and the world of water. This decoration, along with the slogan "100% natural, without sugar or artificial sweeteners", establishes the positioning of La Salvetat flavoured water. Designer: Philippe Céré Designed by the agency: identity, packaging

Danone Waters Danone Waters Danone Waters Danone Waters DanoneWaters DanonW e aetsr

one Waters Waters one Waters DanoneWaters DanonW e aetsr

La Salvetat Aromatisée

236 237


NEW PACKAGING DESIGN soft drink

Badoit range

Danone Wa Danone Waters Danone Waters Danone Wa DanoneW Dano

To restore Badoit's leadership on the French carbonated water market, Blackandgold leant on the history of the brand: the date of discovery of the source, its blazon, watermarks and hot-pressed silver have joined a label that is both modernized and sophisticated. And in order to guarantee the visibility and consistancy of its different messages, Blackandgold has also encased the brand in a strong and luminous shell, the best to make the PET range stand out on shelves. Designer: Yannick Soubrier Designed by the agency: product design, identity


one Waters Waters one Waters DanoneWaters DanonW e aetsr

238 239


NEW PACKAGING DESIGN soft drink

Gini Lemon & Passion

OriginaSch Origina Schwe Orangina Schweppes OrigannaSc Origin

Problem: the mission undertaken by the agency Carré Noir was to redynamise the Gini brand, giving a new dimension to its positioning that was unique and original – that of sensuality! Solution: the agency chose to capitalise on the positioning that differentiated the brand by a more subtle translation of brand values through the packaging – a block brand that is dynamic and adult, a quenching and sparkling freshness and a colour code that is coherent with the world of soft drinks and the intrinsic values of the product. Results: a brand that is strong and perennial… A cold drink the awakens the senses… “Gini, the hottest of cold drinks!” Designer: Carré Noir Team Designed by the agency: packaging, volume design, identity


In a shelf space typified by traditionally rectangular, round or square boxes, this slimming tea expresses its difference at a glance. Its unique, soft and sensual form takes on feminine curves, subtly suggesting the benefits of the slimming tea. It is a "beauty form" which conveys a certain image of well being. The concept of the Doy Pack marks a total break with convention. Its simultaneously pearlised, mat and iridescent effect brings it closer to the world of cosmetics, while its innovative and impactful technology in the world of tea guarantees the perfect preservation of freshness. Designer: Anna Anderson Designed by the agency: volume design

Lipton Lipton Lipton Lipton Lipton L ipton

OriginaSchweppes a Schweppes pes OrigannaSchweppes OriginaSchweppes OginriS achweppes

Linea

240 241


NEW PACKAGING DESIGN

Te

soft drink

Smart

Agrokor Agrokor Agrokor Agrokor Agrokor Agorkor

Less is more! In order to combine "effect" and "status", and in anticipation of a future launch on the European market, Blackandgold wanted to create a new vocabulary, both immediate and totally trans-cultural. Based on punctuation signs, and sub-titled using phonetic symbols (in square brackets), it evokes each of the specific benefits of the range. The products speak for themselves, and immediately convey their benefits. This straightforwardness is reinforced by the specific tone of voice used for the baselines: "get your energy back", "calm down", "be beautiful at any age"… helping the brand to establish a true dialogue with its consumers. The brand can also claim superior appeal and high perceived value thanks to a minimalist design, which is so unique and distinctive that identifying itself is enough. Like the iPod it makesits products desirable without having to outbid itself with promises and proofs. Designer: Mélanie Gransart Designed by the agency: packaging, product design, identity


or or Agrokor Agorkor

Certain major consumer products straddle time, generation after generation. This is the case with Teisseire cordial, which has quenched the thirst of children from 7 to 77 for more than half a century. However, so that this handing down happens naturally, the brand had to be careful not to switch gears too radically in its presentation. All the more so since the cordial market has become extremely competitive and the other players have an unfortunate tendency to copy the leader. To preserve its leadership, Teisseire needed imperatively to innovate, while perpetuating the assets that have always made it strong, therefore anchoring itself still deeper in its original functions. P’Référence therefore went back to the fundamental, historic graphics into order to root it more firmly, before bringing in a touch of modernity to leave its competitors behind. Designer: P-Référence Team Designed by the agency: graphic design, volume design

Teisseire Teisseire Teisseire Teisseire Teisseire

Teisseire Syrup

242 243


NEW PACKAGING DESIGN soft drink

Teisseire Barman

Teisseire Teisseire Teisseire Teisseire Teisseire

Teisseire is by far the best known and most appreciated brand in France in the world of fruit flavoured drinks, and syrups in particular. With this strong reputation behind it, the time was right for Teisseire to develop a range of fruit syrups specially formulated to accompany and brighten up wine-and beer-based cocktails to be served in establishments such as cafés, bars, hotel-restaurants and nightclubs… Playing shrewdly with the colours of the liquids, Teisseire launched a range of several flavours with an identity and a bottle shape specially designed to make life easy for restaurant professionals and barmen: the products are designed to be easily located by sight, and are ergonomically adapted to be grasped in an instant. Designer: Barré & Associés Studio Designed by the agency: packaging identity, graphic design


re

244 245


NEW PACKAGING DESIGN

Yopl

soft drink

Ready To Drink

Teisseire Teisseire T eisseire Teisseire

A transparent approach to introduce and highlight the unique, fresh and natural character of a new "ready to drink" syrup concept. In a shelf space pre-empted by fizzy drinks, the evocation of natural freshness allows the product to establish its promise, with maximum impact both from a distance and close to the packaging. The visual force of being plunged into the very heart of the liquid and the ice cubes, and the effect of transparency this gives, makes one forget the opacity of the material used, i.e. Tetrapak. The monochromatic visual identity also allows for easy recognition of the different flavours. Designer: BarrĂŠ & AssociĂŠs Studio Designed by the agency: packaging identity, graphic design


Yop is the "cult" brand of the fresh drinks range – remaining uncopied to this day! For 30 years it has attracted children, adults, women, senior citizens, teenagers… all loyal from the beginning, just like todays’ consumers who are looking for more than a liquid yoghurt… a symbol of freedom! The brand had to grow up without getting old… also, to get over the hurdle of the 30 years mark, it had to adopt a more contemporary style, a new silhouette, a new graphic expression that was more flavoursome, more sensual, more dynamic. This is how, each year, YOP puts on the market dozens of references, with flavours full of taste and energy! Designer: Barré & Associés Studio Designed by the agency: packaging identity, graphic design

Y oplait Yoplait Yoplait Yoplait

Yop

246 247


NEW PACKAGING DESIGN soft drink

perrier

Nestlé Waters Nestlé Waters Nestlé Waters Nestlé Waters Nestlé Wat Nest léWa


248 249


NEW PACKAGING DESIGN soft drink

Chez Moi perrier

Nestlé Water Nestlé Waters Ne Nestlé Waters Nestlé Water Nestlé W Ne Nestlé Waters Nestlé Water Nestlé W Ne Nestlé Waters Nestlé Waters Nestlé WaterW Nestlé Ne

Since 1992 Dragon Rouge has accompanied the Perrier brand in the evolution of its positioning, through packaging with innovations in order to get closer to consumers and conquer new ones. 2002 saw the development of a Dacron bottle in a 50 cl format, in the spirit of a soft drink. Unbreakable and perfectly portable, this new bottle has been a big success. With the help of Dragon Rouge, the brand developed a new product concept: Perrier Fluo, aimed at young adults from 20 to 35 years old. Redesigned and corrected in 2007 to reinforce its integration into the world of soft drinks, Perrier fluo has exceeded the status of "strange drink" to that of a soft drink with a design that puts the accent on the explosion of flavours. To continue to promote interest in the brand, Dragon Rouge each year designs a new Perrier bottle to celebrate the Roland Garros tennis tournament.


With the constant aim of enlarging its target market, the brand launched in 20 03 L’Eau de Perrier, a lightly sparkling water designed for daily consumption with a packaging concept – a feminine, blue bot tle – while capitalising on the fundamental values of Perrier (avant-gardism, elegance and pleasure). In 2007, the agency again evolved the fundamental codes of Perrier (the power of green, the presence of yellow, and specific typography) in a more contemporary and premium fashion, applying the new design to the glass bottle as well as the Dacron bottle in the new 1l format. Perrier was thus given all the status and impact of a contemporary international megabrand, without for a minute forgetting its past. Designer: Patrick Veyssière Designed by the agency: design packaging, identity

é Waters Nestlé Nestlé Waters aters Waters Nestlé Waters é WatersWaters Nestlé Nestlé Waters é WatersWaters Nestlé aters Nestlé Waters é WatersWaters Nestlé Nestlé Waters

250 251


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

NEW PACKAGING DESIGN


Food


efore the arrival of agriculture, Man gathered his food. Baskets and other recipients for collecting food appeared at this time. This early food packaging had the sole aim of transporting and preserving the food. It was to be developed with the long-term stocking of foodstuffs, which would use ever more evolved methods of preservation. The product’s usable life would grow while preserving its gustatory qualities as well as possible. For the food products of today, the pack may evoke, for example, a convivial scene based around the act of eating by showing a photograph of cooked products or an enticing setting. Through this, one can create a direct marketing strategy. Here, everything happens on the shelf, in the display, with the story recounted on the pack itself. In the world of luxury food products, a different rationale is followed. It is the image and line of the brand that takes precedence. Currently, the great manufacturers of traditional products are trying to renew their image, modernising their graphics because the traditional gold lines and classic typefaces are not enough.


NEW PACKAGING DESIGN food

Sève

Sève Sève Sève Sève Sève Sève

With a huge reputation already established in Lyon for its chocolates, cakes and its famous macaroons, it was the turn of Paris and Japan to welcome the development of the Maison Sève brand. For their national and international expansion, Richard and Gaëlle Sève, creators in the true sense of the word, wanted to bring more modernity and elegance to their brand’s identity, and above all to create a packaging concept that was totally specific to them, a kind of imprint and signature that was exclusive and recognisable. Thus was born the Sève "boxed set", a pyramid made up of several levels piled one on another, holding up to seven layers which are held in place by a ravishing "bijou" ribbon carrying the famous logo. A true object of desire and ambassador of the brand, the Sève boxed set is the perfect showcase to adorn and protect the creations of Richard and Gaëlle Sève. Designer: Barré & Associés Studio Designed by the agency: Brand identity, volume packaging design, graphic design


Sève Sève

256 257


NEW PACKAGING DESIGN

Valrhon

food

Valrhona concepts

Valrhona Valrhona Valrhona Valrhonarhon Val Vha roln

Valrhona is one of the great names of chocolate. With an artisan tradition and a worldwide reputation for the quality of its selection and roasting of the cocoa beans, Valrhona has always backed product innovation, with an imposing approach to its packaging. At the very top of the range, Valrhona has created these two product concepts: inspired by the cocoa tree flowers, these two "gems" carry within them the poly-sensorial tradition of great chocolate: the packing was designed to respect the olfactory, tactile, visual and organoleptic perception of the product. With refined materials, sophisticated folding and boxing, and an ultra-chic black identity. These two projects established themselves quickly as strong sellers in all selective outlets, Valrhona’s own boutiques and duty free shops. Designer: Barré & Associés Studio Designed by the agency: packaging identity, graphic design


Valrhona, the renowned producer of chocolate for pasty chefs, decided to entirely redesign its visual identity when it set its sights on selling to the general public. The creation of a logo was accompanied by a style of packaging that would become the emblem of the chocolate house: a metal box containing 18 Neopolitans called CarrĂŠs de Guanaja, at the root of which is a visual game characterised by a red triangle on a black background for a very "graphic" result. Modern and also incisive, reflecting this chocolate with its strong cocoa content, it marks a real break with the world of great chocolate and its traditional codes. Directly borrowed from the world of cigars, the box puts the accent on the ritual of tasting, when the pleasure begins well before you put anything in your mouth. Designer: MBD Design Team Designed by the agency: identity, packaging

Valrhona Valrhona Valrhona Valrhonarhona Val Vha rolna

arhona rhonarhona Val Vha rolna

Valrhona classic

258 259


NEW PACKAGING DESIGN food

Branding Lenôtre

Lenôtre ôtre Len Lenôtre LenôtreLenôtre Lenôert

An institution inscribed in French cultural heritage in the same way as the great houses of perfume, haute couture or champagne, the luxury delicatessen Lenôtre decided to make its brand more contemporary, innovative and creative. The recasting of the brand’s identity system also responded to demands for modernisation, becoming more upmarket, more attractive and more recognisable. This was expressed graphically by the creation of a brand space (the square), the definition of a colour system (a specific blue contrasting with a bright colour palette), the creation of a graphic structure (a central logo and a principle of stripes) and the definition of shape registers (the square, again). Designer: Sun Park, Romain Morel Designed by the agency: identity, graphic design, volume design


re treLen么tre Len么ert

260 261


NEW PACKAGING DESIGN

Cac

food

Turrón

Lacasa Lacasa Lacasa Lacasa Lacasa a Lcasa

Lacasa nougat is a Spanish institution that’s been going for over 150 years. How could the brand prolong this exceptional longevity and establish itself with the modern consumer, both Spanish and international? The strategy that was followed was to reposition the brand in the world of chocolate and to create an attractive rational-emotional rapport coherent with the brand’s values and savoir-faire. Result: a brand identity that is powerful and statutory, elegant graphic codes, a display of the nougat and its ingredients that is lively and mysterious, finely detailed work on the lights and on the gustatory atmosphere. Designer: Anna Anderson Designed by the agency: global design


Designing the packaging for products for professional use is a specialised area of expertise for P’Référence. In several markets such as cosmetics, home decoration, cleaning products and food, aside from its creations for the public, for more than 15 years it has designed packaging for professional distribution circuits, where the approach is radically different from that aimed at clients in mainstream stores. The practitioner considers the packaging from the point of view of a tool in his or her work, while the consumer sees an article to consume. Therefore the approach to the brand, the aesthetic of the packaging and its "consumer function" are radically different. When we are addressing ourselves to a professional, we must know how to help him use the product to make the most of his expertise. Designer: P-Référence Team Designed by the agency: graphic design

Cacao Barry Cacao Barry Cacao Barry Cacao Barry

acasa a Lcasa

Cover Chocolate

262 263


NEW PACKAGING DESIGN food

La Cabane à Fruits

LaCabaneàFru La Cabane à Fru La Cabane à Fruits LaCabaneàFru LaCabaneà C a La

A graphic universe with the stamp of authenticity combined with modernity was created for this brand with an original concept: fruit worked in all its forms using artisan savoir-faire. Dream-like, naive and poetic, the logo presents a cabin encircled by giant fruits. Dream of another world filled with fruit… It’s a logo that flatters the imagination. Raspberry and apple green, the fresh colours of nature, have been used with contrast and naturalness. The ethic and the taste of well-produced products made by artisans are brought to life through a hand-writing typeface, crude and simple, on ecru textured paper with a fine stripe. No flourishes, just the essential, the love of good food. Designer: Anna Anderson Designed by the agency: global design


CabaneàFruit ane à Fruit CabaneàFruit LaCabaneàFruti C a LabatFunà rie

264 265


NEW PACKAGING DESIGN

Ag

food

À l’heure de

Picard Picard Picard Picard Picard Pciad r

In order to enrich its offer, the frozen food purveyor Picard decided to launch a new range of fine grocery products around its stores. On this occasion the products of the range had to reflect the image of Picard supermarkets, that is to say quality, modernity, pleasure and a certain lifestyle. This was expressed by the introduction of a dedicated brand ("À l’heure de") and the creation of a visually innovative range positioned around the different meal times: a refined visual that came from the world of books and a bipartite structure that broke away from the traditional codes of food products. Designer: Véronique Bondonneau Designed by the agency: packaging, global identity


The Bernard Loiseau brand carries the culinary values of the late great chef who is sadly missed: creativity, equilibrium, pleasure for the eyes and the senses, conviviality, generosity. If the death of the creator was a tragedy for gourmets, the house he created still stands and endeavours to pursue his work. In order to perpetuate the "Bernard Loiseau" brand and to offer a pertinent framework for the culinary creativity of the master’s successors, the brand "Maison Bernard Loiseau" has since carried the range of prepared dishes dreamt up in those prestigious ovens. To package the dishes, a visual code that is very close to the product was chosen: a white background evoking a chef’s apron, a sober, elegant and reserved identity, in the image of a great master of French gastonomy who always remained close to his clients. Designer: Barré & Associés Studio Designed by the agency: packaging identity, graphic design

Agis Agis Agis Agis Agis

Picard Pciad r

Bernard Loiseau

266 267


NEW PACKAGING DESIGN

M ai

food

carapelli EVENT

Carapelli Carapelli Carapelli Carapelli li Carapel Caarpiell

A festive bottle decoration was created as an event packaging for Carapelli. To prolong the benefits after this particular event was over, the characteristic label of the brand has been used with a few minor adaptations, preserving the identity and the recognition of this great oil brand. For the rest, everything changes: transparency cedes to a flat whiteness, symbol of purity, which also assures a visual impact in a shelf space that is dominated by sombre colours. In comes the imagination of Italian traditions, that of the carnival and the Comedia del Arte. A tradition reinterpreted, modern and as fanciful as ever. Designer: MBD Design Team Designed by the agency: packaging


Maille is an institution in the vinegar sector of the French market. Its products’ black labels with gold graphics make them instantly recognisable among their competitors. Thanks to these distinguishing graphics, the brand enjoys a strong and recognised image with its loyal consumers. However, it remains weak in visibility and accessibility, particularly with its lesser-known products, when trying to recruit new markets abroad. By enhancing the labels with skilfully balanced touches of colour and embellishing them with small visuals of the ingredients, P’Référence was able to magnify the impact of the packaging and to make the offer more clear. Designer: P-Référence Team Designed by the agency: graphic design

Maille M aille Maille

pelli pelli li Carapel Caarpiell

Maille

Vinegar

268 269


NEW PACKAGING DESIGN food

Champion Collection

Champion Carrefour CarrefourCar Carrefour Carrefour four

To embody Champion’s own label premium subrange, Blackandgold reinterpreted the traditional luxury codes in the light of the brand’s own values. Simplicity, straightforwardness, truthfulness, a genuine product that reveals what it is without gimmicks, and offers prestige to a new generation of demanding, well-informed, "grown-up" consumers. Designer: Yannick Soubrier Designed by the agency: packaging, identity


ChampionCarrefour efourCarrefour ur e-C ra rhm onpi

270 271


NEW PACKAGING DESIGN

Ma

food

LE Cocktail

Valcrest Valcrest Valcrest Valcrest Valcrest Vaclerst

The foremost producer of speciality cheeses in the South-East of France, Valcrest is diversifying its production towards the high end in associating itself with the chef Patrick Chevallot, a French masterchef. He has created an exclusive and innovative cuisine based on the expertise of Valcrest. This new offer sold under the brand "Le Cocktail de Patrick Chevallot" presents two references that benefit from refined and innovative packaging. The "Nature", with a white background enriched by shining watermarks and elegant typography, invites one to taste by the gourmet presentation of the cheeses. The "4 Saveurs" plays with transparency and is adorned with the colour purple to mark its difference. Designer: Anna Anderson Designed by the agency: global design


alcrest Vaclerst

The favourite French brand for ready meals decided to reconstruct its offer and to shift from the image of a delicatessen brand to that of a brand making women’s lives easier. The new expressive ground centred on the natural and the real creates the differentiation. The proximity and simplicity of the concept attracts women. Because Marie is a woman, she understands them. She appears warm and welcoming, and very feminine, with her spontaneous signature like an affectionate wink. The brand takes on an image full of humanity and life, asserts its femininity and plays with interactivity, speaking a clear message. It marks a real break with the traditional codes of French packaging. Designer: Anna Anderson Designed by the agency: global design

Marie Marie Marie Marie Marie

Marie ready meal

272 273


NEW PACKAGING DESIGN food

Fromages Chalais

Valcrest Valcrest Valcrest Valcrest Valcrest Vaclerst

At the far end of the scale its creations marrying cuisine and modernity, Valcrest cheesemakers also markets a range of classic products such as the Chalais cheeses. This anchorage in tradition constitutes a determining element of their values, which the packaging expresses clearly. The famous chestnut leaf that is indispensable to its ripening is adorned with a label evoking medals, a symbol of quality French regional products, notably in the world of wine. The natural hues of the leaves and colours of the labels allow one to identify the different raw materials of the dairy used in the making of these natural and accessible products. Designer: MBD Design Team Designed by the agency: logo, packaging


alcrest Vaclerst

274 275


NEW PACKAGING DESIGN food

conguitos

Lacasa Lacasa Lacasa Lacasa Lacasa a Lcasa


276 277


NEW PACKAGING DESIGN food

conguitos

Lacasa

Lacasa is a well-known Spanish company and one of the oldest chocolate manufacturers, producing mythical chocolate brands such as Conguitos: a strategic brand with a strong reputation in an expanding and strongly competitive market. In the context of its expansion, Lacasa wanted to give a strong and international identity to Conguitos through a universal mascot that embodied the brand’s cherished values of fun, dynamism and enjoyment of food. The agency therefore created a strong and significant character capable of attracting young and old alike. A chocolate creature that symbolised and incarnated the brand, in tune with its complicitous, happy and likeable positioning.


Lacasa Lacasa Lacasa Lacasa Lacasa a Lcasa

278 279


NEW PACKAGING DESIGN food

conguitos

Lacasa

Conguitos gained in recognition, universality, modernity and visibility. How could one personify the Conguitos brand while giving it an international impact? The work of the agency’s illustrator developed the representation of an African "streetstyle" character that was more logo-like than a chocolate creature. This latter was judged more statutory and universal, and was the model finally chosen. A curved and rounded silhouette to communicate softness, balanced proportions, a positive attitude, giving the thumbs up, a look that calls out to people, a jovial and greedy smile, a mischievous look that plays the emotional card‌ Conguitos now has all it needs to attract both children and adults. Designer: Anna Anderson Designed by the agency: graphic identity


Lacasa Lacasa Lacasa Lacasa Lacasa a Lcasa

280 281


PERFUME • COSMETIC • ALCOHOL • SOFT DRINK • FOOD • PRODUCT

NEW PACKAGING DESIGN


Product


he history of packaging is closely linked to the evolution of the materials used for transporting the contents. But what about the materials themselves, their packaging? How can we display them to their best advantage? The "products" chapter looks as industrial products as well as staple goods. In both cases, these are nonedible products where the problems linked to preservation are less important. The journey and the history that packaging recounts allows us to explore all facets of the wrapping: inside, outside and the packaged product itself. The packaging of industrial products and staple goods seems to be evolving from an overly-technical bias towards one that is more convivial and original. This breaking with tradition sees original visual codes being used to make a product stand out in the display space through the effect of surprise. The marketing risk is small when the use of these products, and therefore their place on the shelves, is obvious. Another break with tradition is seen in the display stand itself which may take on a new and unusual form. The development of marketing events held by the companies themselves has helped to bring on these innovations .


NEW PACKAGING DESIGN

T Tollen To

product

Ripolin 500

Ripolin Ripolin Ripolin Ripolin Ripolin Rp ionil

Household paint also has its exceptional products: Ripolin 500 Superlaque is the high end reference in the segment of oil-based paint. The general recasting of its packaging endeavours to reveal its technical excellence in an innovative way. Gold appears on a large carton bearing the number 500, clearly expressing its placement in the range, along with a typographic whole that evokes elegance and precision. The emblematic three painters of Ripolin, a guarantee of the brand’s expertise, occupy the space around it. This great classic of household paint takes on a new dimension, between refinement and high performance. An authentic luxury product. Designer: MBD Design Team Designed by the agency: packaging


Tollens is one of the most upmarket brands of domestic paint available in department stores and DIY outlets. P’Référence helped reinforce this positioning by creating the graphic design for Prestige, the brand’s flagship product, followed by those of other products in the range: Outdoor, Ceilings… For several years now, DIY, and particularly decoration, has tended to become more feminine. The technical message of Tollens aims at a well-informed, mainly masculine target market. The brand also wanted to address itself to women by offering them a decorative paint that “spoke” to them better. Less concerned about the technical aspects, women above all need to be able to dream about their interiors. Designer: P-Référence Team Designed by the agency: graphic design

Tollens Tollens Tollens Tollens Tollens Tollens

n

n Ripolin Rp ionil

Naturêva

286 287


NEW PACKAGING DESIGN product

V33

V33 V33 V33 V33 V33 V33

Historically operating in the wood care market, and looking for new growth leverage, V33 decided to expand its activity to household paint. And because painting has now much more to do with inspiration and impulse than necessity, Blackandgold created a fresh, indulgent, and irresistible design for the new range, drawing on its experience in food illustration. Designer: Yannick Soubrier Designed by the agency: product design


3V33

288 289


NEW PACKAGING DESIGN

Vi’n e Vi’n et Ko Caf Vi’n et Ko

product

R.A.G box

R.A.G Lingerie R.A.G Lingerie R.A.G Lingerie R.A.GLingerie ..G nn..g iiLLe RRA A G g eiirr

Created in 2006, RAG is an underwear line for men and women in a very plain style. While RAG stands for “Royal Academy of Geeks”, the ironic significance of the English word “rag” is deliberate, and the packaging had to be inspired by this contradiction. The tin, which evokes both the used object and also notions such as recycling seemed to be the most apt solution. The product is invisible, protected, indeed secret, identified only by the brand printed on the metal. Existing in two, different sized versions (Man/Woman), the aluminium box also carries a round sticker on the top describing the product, the size and the colour. A message on the bottom of the container encourages clients to recycle the packaging or to find another use for it. Designer: Mathieu Hubert, Olivier Chabanis Designed by the agency: identity, packaging


Kolle-Bolle graphic collective had already designed the visual identity of Vi’n&Ko bar-restaurant, so was natural that the latter called on the same graphic studio when it opened “Vi’n&Ko shop”. The brief was to design a single packaging suitable for different types of products displaying the brand (printed T-shirts for men and women, aprons, baseball caps... ). A single type of packaging was required to satisfy economic restraints and a desire for unity across the whole communication. The individual products are identified by coloured stickers placed on the sides of the boxes. The storage, stocking and display in the shop present a collection that is rigorous and good looking. Designer: Mathieu Hubert, Olivier Chabanis Designed by the agency: identity, packaging

Vi’n et Ko Café Vi’n et Ko Café t Ko Café ’n et Ko Café

ngerie ie ngerie RRA ..G nn..g iiLLe A G g eiirr

Vi’n&Ko café box

290 291


NEW PACKAGING DESIGN product

Magnum Photos Event

Magn Magnum Magnum Photos Magn

Magnum Photo commissioned a study on a promotional tool for the 2003 photography festival in Perpignan. The client’s request was to propose an innovative solution for the presentation and distribution of Magnum images. The challenge was to find a more original support than the A5 postcard but with the same production costs. The approach to the project was intuitive and immediate : the 6x6 roll, a standard in the world of analogue photography. This little object, the origin of the photographic process, ends up in the bin of development labs. The project makes reference to the hijacking of the roll’s technical function, making it a real vector of iconographic continuity and promoter of the event. Designer: Nicola Aguzzi, Stefano Bianchi Designed by the agency: global design


Magnum Photos Magnum Photos tos MagnumPhotos M PM hoa otg agnum oPhnsso um t

292 293


NEW PACKAGING DESIGN

Frangr

Fragra

product

Sens box

Sens SA Sens SA Sens SA Sens SA SA Sens SeSnA s

When the company Sens SA consulted the graphic collective Kolle-Bolle in 2004 to come up with ideas for the visual identity and packaging of a range of three eaux de toilette (one for men and two for women), the notion of recycling and protecting the environment had already been mooted. Aside from the choice of the cardboard and inks used, the budget clearly indicated that it was important to use only one colour per box model. The targeted “urban” clientele for whom these three eaux de toilette were designed had to identify with the object on first view of the packaging and understand which types of fragrance were being offered: peppery and strong for the man’s version, fresh and tonic for the woman’s version... Designer: Olivier Chabanis Designed by the agency: identity, packaging


QSLD created the volume design for the trophy of the Fifi Awards in 2007. Each year since 1973, the "Fi. Awards" have rewarded the best launches in perfume. This event was started by the Fragrance Foundation in the United States in 1949. The French designer Denis Boudard won the competition for the creation of the new FiFi Awards Trophy, taking the baton from the celebrated Pierre Dinand. This trophy represents a drop of perfume, which dissolves elegantly in the crystal of the glass, thus evoking emotion and desire. The objective was to create an optical effect thanks to the undulations in relief on the two faces of the monolith. Around the structure, the edges are lacquered with a deep colour, which reflects inside the glass. Designer: Denis Boudard Designed by the agency: volume design

Frangrance Foundation Frangrance Foundation Fragrance Foundation Fragrance Foundation

ns SA AensSA SeSnA s

Fifi Award

294 295


NEW PACKAGING DESIGN product

cameleo

Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peu Psa/


296 297


NEW PACKAGING DESIGN product

cameleo

Psa/Peugeot Psa/Peugeot Psa/Peugeot P Psa/Peugeot Psa/Peugeo Psa/Peu

Peugeot launches a new concept in automobiles: the Peugeot 1007, a trendy and compact monospace with a major innovation: the Cameleo kit. An interchangeable system of auto upholstery, it takes the form of 12 personalisation kits for 12 styles in different colours and patterns: comfort, techno, sport, trendy, urban…

To show off to its best the Cameleo offer, the agency imagined a specific design and scenario for its presentation in sales outlets, borrowing the codes of fashion and prêt-à-porter. The concept design, while integrating ideas of metamorphosis, transparency and playfulness, provides a great way of setting out the colours, materials and textures.


eot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot eot Psa/Peugeot Psa/Peugeot Psa/Peugeot /Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot

298 299


NEW PACKAGING DESIGN product

cameleo

Psa/Peugeot Psa/Peugeot Psa/Peugeot P Psa/Peugeot Psa/Peugeo Psa/Peu

Leaning on the consumer trends isolated by its planning strategy, the agency invented three "stories": Totem: creating intimacy with the consumer: "I personalise my vehicle according to how I feel". This story is conveyed through expressing different states of mind on the packaging: joyful, pensive… Doughnut: playing on the emotional register: "I make the interior of my car dynamic", the Cameleo kit becomes a fun accessory. My life style: borrowing the codes of prêt-à-porter and fashion: "I dress the interior of my car as I want", which was the concept chosen in the end.

The creation of the Camaleo identity, based on a resolutely modern typography, anchors the brand in an intimate register; a register that is more human, more emotional and no longer axed on performance and technology, which are the usual codes of the automobile sector. Designer: Simon Bouai Designed by the agency: global design


eot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot eot Psa/Peugeot Psa/Peugeot Psa/Peugeot /Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot Psa/Peugeot

300 301


ANNEX


BARRÉ & ASSOCIÉS

BLACKANDGOLD

ADDRESS: Château de Sans Souci 6 allée du Levant 69890 La Tour de Salvagny tel : +33 (0)4 78 47 58 93 fax : +33 (0)4 78 47 50 31

ADDRESS: 128 rue de Rivoli 75001 Paris tel : +33 (0)1 47 20 25 23 fax : +33 (0)1 47 20 43 04

WEB info@barre-design.com www.barre-design.com

WEB c.tassin@black-and-gold.com www.black-and-gold.com

PAGES

PAGES

244, 246, 247, 256, 258, 267

142, 238, 242, 270, 288

BETC DESIGN

BULKO

CARRÉ NOIR

ADDRESS: 9 rue d’Abbeville 75010 Paris tel : +33 (0)1 56 41 81 00 fax : +33 (0)1 56 41 81 15

ADDRESS: 166 cours du Maréchal Gallieni 33400 Talence tel : +33 (0)5 56 24 41 18 fax : +33 (0)5 56 24 41 18

ADDRESS: 24 rue Salomon de Rothschild 92288 Suresnes cedex tel : +33 (0)1 57 32 87 00 fax : +33 (0)1 57 32 87 87

WEB contact@betcdesign.fr www.betcdesign.fr

WEB info@bulko.net www.bulko.net

WEB main02@carre-noir.fr www.carrenoir.com

PAGES

PAGES

PAGES

130, 136, 178

161, 167, 170, 173

187, 190, 240

CENTDEGRÉS

DAEDALUS

DIDIER SACO Design

ADDRESS: 137 rue du Faubourg St Denis 75010 Paris tel : +33 (0)1 44 72 59 00 fax : +33 (0)1 44 72 04 50

ADDRESS: 22 rue Guy Ragnaud 16008 Angoulême Cedex 377 tel : +33 (0)5 45 95 37 70 fax : +33 (0)5 45 95 06 24

ADDRESS: 3 rue du Sabot 75006 Paris tel : +33 (0)1 42 74 04 80 fax : +33 (0)1 42 74 00 70

WEB e.papiernik@centdegres.fr www.centdegres.com

WEB info@daedalus-design.com www.daedalus-design.com

WEB didiersaco@didiersacodesign.fr www.didiersacodesign.fr

PAGES 22, 26, 27, 34, 39, 41, 47, 61, 62, 70, 80, 86, 90, 120, 123, 128, 135, 140, 144, 147, 148, 163, 199, 202, 206, 210, 232

PAGES 160, 164, 169, 171, 172, 183, 186, 189, 192, 196, 197, 198, 204, 205, 207, 208, 209

PAGES

Index Agency

69, 127


DRAGON ROUGE

HOT SHOP

KOLLE BOLLE

ADDRESS: 32 rue Pagès 92153 Suresnes tel : +33 (0)1 46 97 50 00 fax : +33 (0)1 46 72 05 03

ADDRESS: 5 rue Dosne 75016 Paris tel : +33 (0)1 53 70 75 00 fax : +33 (0)1 53 70 75 01

ADDRESS: 67 rue Sébastien Gryphe 69007 Lyon tel : +33 (0)4 37 27 03 89 fax : +33 (0)4 37 27 03 89

WEB info@dragonrouge.com www.dragonrouge.com

WEB info@hotshop.fr www.hotshop.fr

WEB contact@kollebolle.com www.kollebolle.com

PAGES

PAGES

PAGES

124, 141, 166, 193, 201, 228, 230, 248

234, 266

290, 291, 294

LA COMPAGNIE TRAPEZE

LE 5 RUE DOSNE

MBD

ADDRESS: 19 rue de Paradis 75010 Paris tel : +33 (0)1 55 33 52 00 fax : +33 (0)1 55 33 52 05

ADDRESS: 5 rue Dosne 75016 Paris tel : +33 (0)1 53 70 75 00 fax : +33 (0)1 53 70 75 01

ADDRESS: 11 rue Victor Hugo 93177 Bagnolet Cedex tel : +33 (0)1 48 57 30 00 fax : +33 (0)1 48 57 41 31

WEB la.cie.trapeze@lacompagnietrapeze.fr www.lacompagnietrapeze.fr

WEB xavier.poggi@le5ruedosne.fr www.le5ruedosne.fr

WEB contact@mbd-design.fr www.mbd-design.fr

PAGES

PAGES

PAGES

168, 200, 233, 236, 237

177, 179, 184, 188, 260

158, 259, 268, 272, 274, 286

PARTISAN DU SENS

PINK design

P’RÉFÉRENCES

ADDRESS: 97 rue Réaumur 75002 Paris tel : +33 (0)1 44 76 00 61 fax : +33 (0)1 44 76 07 83

ADDRESS: 80 rue Edouard Vaillant 92300 Levallois-Perret tel : +33 (0)1 47 30 53 90 fax :

ADDRESS: 45 rue des Apennins 75017 Paris tel : +33 (0)1 44 85 86 00 fax : +33 (0)1 44 85 86 44

WEB contact@partisandusens.com www.partisandusens.com

WEB contact@pinkdesign.fr www.pinkdesign.fr

WEB contact@p-reference.fr www.p-reference.fr

PAGES

PAGES

PAGES

38, 54, 59, 68, 104, 110, 143, 218

36, 42, 44, 48, 51, 55, 57, 66, 67,

162, 175, 229, 243, 263, 269, 287

304 305


PULP DESIGN

PULP BEAUTY

QSLD

ADDRESS: 121 av de Villiers 75017 Paris tel : +33 (0)1 58 57 22 00 fax : +33 (0)1 58 57 22 01

ADDRESS: 121 av de Villiers 75017 Paris tel : +33 (0)1 58 57 22 00 fax : +33 (0)1 58 57 22 01

ADDRESS: 109-111 rue Victor Hugo 92300 Levallois-Perret tel : +33 (0)1 47 15 04 40

WEB pulp@pulp-design.com www.pulp-design.com

WEB pulp@pulp-design.com www.pulp-beauty.com

WEB dboudard@qsld.com www.qsld.com

PAGES

PAGES

PAGES

165, 174, 241, 262, 264, 273, 276, 296

121, 122, 131, 134

23, 24, 28, 30, 37, 43, 52, 180, 182, 191, 295

SYLVIE DE FRANCE designer

TRAFIK

UNDO REDO

ADDRESS: 29 rue Miguel Hidalgo 75019 Paris tel : +33 (0)1 42 38 37 99

ADDRESS: 13 rue d’Algérie 69001 Lyon tel : +33 (0)4 78 29 16 19 fax : +33 (0)4 78 27 63 60

ADDRESS: 75 rue de la Fontaine au Roi 75011 Paris tel : +33 (0)1 43 38 55 69

WEB sylviedefrance@sylviedefrance.com www.sylviedefrance.com

WEB trafik@lavitrinedetrafik.fr www.lavitrinedetrafik.fr

WEB info@undo-redo.com www.undo-redo.com

PAGES

PAGES

PAGES

25, 29, 32, 35, 40, 50, 53, 56, 58, 64, 194

176

292

VALERIE BERNARD DESIGN

WESTERN DESIGN

ADDRESS: 15 rue Sedaine 75011 Paris tel : +33 (0)1 43 40 29 72

ADDRESS: 54 rue de Paradis 75010 Paris tel : +33 (0)1 53 34 18 88 fax : +33 (0)1 53 34 18 19

WEB valeriebernard@valeriebernarddesign.com www.valeriebernarddesign.com

WEB contact@westerndesign.fr www.westerndesign.fr

PAGES

PAGES

33, 45, 46, 49, 60, 65, 125, 129, 137, 145

31, 96, 126, 132, 138, 146


Index Brand

E Emanuel Ungaro 50, 53, 58 Ermenegildo Zegna 54, 110 Escada 23 Espoir/Amore Pacific 33, 45, 46, 49, 60, 65, 129 Esprit 43 Evian Brumi 142

A Accent 158 Agatha Ruiz de la Prada 32 Agis 267 Agrokor 242 Alexander Mc Queen 104

F Fiée des Lois 169 Fifi Award 295 Filorga 125 Fine-Fit 128 Frangrance Foundation 295

B Baldessarini 24 Badoit 232, 233, 236, 238 Ballantine’s 190 Bernard Loiseau 267 Boucheron 59 Burberry 26, 27

G Gabriel Meffre 164 Gemology 130 G.H.Mumm 210 Givenchy 34, 148 Glen Turner 200 Grand Marnier Lapostole 188 Greysac 170 Guerlain 22, 36, 38, 55, 57, 67, 120, 140

C Cacao Barry 263 Caléis 169 Cameleo 296 Camus 194 Carapelli 268 Carrefour 270 Castelbajac 64 Caudalie 124 Champagne Krug 183 Champion 270 Charles Heidsieck 178 Château Caillevet 158 Château Franc Mayne 173 Cherry O Rocher 207 Christian Lacroix 96 Cinq Mõndes 126 Clé des Champs 132 Conguitos 276 Contrex 228 Coty 47 Courvoisier 187

D Danone Waters 142, 232, 233, 234, 236, 237, 238 Davidoff Cool Water Waves 47 Delamain 189, 197 Direct Wines 172 Dr Pierre Ricaud 137 Ducati 54 Dugas 205

H Hennessy 191, 192 Hine 186

I Isabel Derroisné 51 Issey Miyake 31, 68

J Jaillance 176 Jean Paul Gaultier 42, 44, 48, 62, 66, 70, 90

K Kao 128, 144 Krug 183 Kursner 161

L L’Abbaye de Leffe 175 La Cabane à Fruits 264 Lacasa 262, 276

Lacoste 28, 30, 37 Lancaster 121, 122, 131, 134 Laneige 136 L’Artisan Parfumeur 86, 143 La Salvetat Aromatisée 237 Lenôtre 260 L’Héritier Guyot 208, 209 Lipton 241 Listel 160, 165, 174 Lolita Lempicka 25, 29, 40 L’Oréal 69, 127 Lucas Carton 160

M Magnum Photos 292 Maille 269 Marie 273 Martell XO 193 Martini 202 Moët & Chandon 184

N Nestlé Waters 228, 230, 248 Nickel 138, 146 Nicolas 163, 168 Nicolas Feuillate 177, 180

O Orangina Schweppes 240

S Saint Antonin 229 Salvatore Ferragamo 35, 56 Sens SA 294 Sephora 146 Sève 256 Smart 242 St Gobain Emballage 162

T Taillefine 234 Teisseire 243, 244, 246 Tollens 287

U Unicognac 196 Unilever 141

V V3+ 172 V33 288 Valcrest 272, 274 Val d’Orbieu 160 Valrhona 258, 259 Veuve Clicquot Ponsardin 179, 182 Vi’n et Ko café 291 Virginale 135 Vittel 230

P Paco Rabanne 39, 80 Pernod Ricard 193, 201, 206 Perrier 248 Philippe Dunoyer de Ségonzac 166 Picard 266 Psa/Peugeot 296 Puig 41 Puma 52

Q Quest Cognac 196

R R.A.G Lingerie 290 Rémy Martin 199 Rhum Clément 198, 204 Ribera Del Duraton 167 Ripolin 286 Rituals 141 Roxy 61 Ruinart 218 Rum Angostura 205

W Wild Pig 164

Y Yoplait 247 Yves Rocher 123, 137, 145, 147

306 307

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