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NEW

DESIGN
NEW PACKAGING
PACKAGING
DESIGN
Grégoire Noyelle

Grégoire Noyelle
Liaoning
technology
and science
publishing Liaoning technology and science
house publishing house
Grégoire Noyelle

English Translation

Alison CULLIFORD
Chinese Translation

I-Chun NOYELLE
Chinese Proofreading

Chia-Ling CHIEN / Yuan-Shao LO


Graphic Consultation

Wijane NOREE
Graphic Design & Layout

Grégoire NOYELLE
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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5
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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7
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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9
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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11
Contents
22 Issima Happylogy
Guerlain
23 S
Escada
24 Del Mar Prestige
Baldessarini
25 Eau de Minuit
Lolita Lempicka
26 Tender Touch
Burberry
27 Baby Touch
Burberry
28 Elegance
Lacoste
29 L
Lolita Lempicka
30 Essential
Lacoste
31 eau d’issey pour homme
Issey Miyake
32 Beso
Agatha Ruiz de la Prada
33 Espoir
Espoir/Amore Pacific
34 Very Irresistible
Givenchy
35 incanto
Salvatore Ferragamo
36 insolence
Guerlain
37 Inspiration
Lacoste
PERFUME 12
13

38 Christmas Event 54 zegna & ducati 80 Ultraviolet


Guerlain Ermenegildo Zegna/Ducati Paco Rabanner
39 Elle 55 Insolence Christmas Event 86 chez moi
Paco Rabanne Guerlain L’Artisan Parfumeur
40 Au Masculin 56 F by ferragamo 90 fragile
Lolita Lempicka Salvatore Ferragamo Jean-Paul Gaultier
41 Banderas Spirit 57 L’Instant Magic 96 TUMULTE
Puig Guerlain Christian Lacroix Parfums
42 Miniature Edition 58 apparition 104 Kingdom
Jean-Paul Gaultier Emanuel Ungaro Alexander Mc Queen
43 Connect 59 trouble 110 Z
Esprit Boucheron Ermenegildo Zegna
44 CHRistmas 2007 60 Fun by espoir
Jean-Paul Gaultier Espoir/Amore Pacific
45 Blossom 61 Roxy
Espoir/Amore Pacific Interparfums
46 Pour Homme 62 Eaux d’été
Espoir/Amore Pacific Jean-Paul Gaultier
47 Davidoff Cool Water waves 64 castelbajac
Coty Castelbajac
48 X’Ray Edition 65 F-Man
Jean-Paul Gaultier Espoir/Amore Pacific
49 Swingblue 66 Summer 2007
Espoir/Amore Pacific Jean-Paul Gaultier
50 apparition Homme 67 Insolence Limited Edition
Emanuel Ungaro Guerlain
51 Rose Divine 68 Miniature Valentin’s Day
Isabel Derroisné Issey Miyake
52 I’m Going 69 Luz/Pénélope Cruz
Puma L’Oréal
53 ungaro 70 gaultier²
Emanuel Ungaro Jean Paul Gaultier
COSMETIC
120 Divinora 137 Dr Pierre Ricaud
Guerlain Dr Pierre Ricaud/ Yves Rocher
121 DIFFERENTLY nutri-dermo skin 138 Nickel collection
Lancaster Nickel
122 Aquasenses 140 Terracotta
Lancaster Guerlain
123 ADN 141 Rituals
Yves Rocher Unilever
124 Caudalie 142 Evian Brumi Limited Edition
Caudalie Evian/Danone Waters
125 Filorga 143 Jatamansi
Filorga L’Artisan Parfumeur
126 Cinq MÕndes 144 Segreta
Cinq Mõndes Kao
127 Méchier Majirel 145 Sérum Végétal
L’Oréal Yves Rocher
128 Fine-Fit 146 the service Station
Kao Nickel/Sephora
129 eau d'espoir 147 Inositol
Espoir/Amore Pacific Yves Rocher
130 Gemology 148 small is beautiful
Gemology Givenchy
131 Divine Bronze
Lancaster
132 Clé des Champs
Clé des Champs
134 Precious Sun
Lancaster
135 Virginale
Virginale
136 Laneige
Laneige
ALCOHOL 14
15

158 Accent 176 grande tradition 196 Quest Cognac


Château Caillevet Jaillance Unicognac
160 Lucas Carton 177 Nicolas Feuillate 197 DELAMAIN’S TRAVEL
Listel/Val d’Orbieu Nicolas Feuillate Delamain
161 Gaspard, Melchior, balthazar 178 Coffret Charles Heidsieck 198 Héritiers
Kursner Charles Heidsieck Rhum Clément
162 Wine 179 Clicquot Ice Jacket 199 rémy space
St Gobain Emballage Veuve Clicquot Ponsardin Rémy Martin
163 Les petites récoltes 180 Champagnes event 200 Canister Glen Turner
Nicolas Nicolas Feuillate Glen Turner
164 Wild Pig 182 clicquot Accessories 201 Ricard
Gabriel Meffre Veuve Clicquot Ponsardin Pernod Ricard
165 Cépages 183 Champagne Krug 202 Mini Martini
Listel Champagne Krug Martini
166 Dunoyer de Ségonzac 184 Branding Moët & Chandon 204 Rhums Clément Aromatisés
Philippe Dunoyer de Ségonzac Moët & Chandon Rhums Cléments
167 Pago La Moravia 186 Triomphe Cognac 205 Rum Angostura
Ribera Del Duraton Hine Dugas
168 AOC range 187 Cognac XO 206 Suze
Nicolas Courvoisier Pernod Ricard
169 Caléis 188 Navan 207 Cherry O
Fiée des Lois Grand Marnier Lapostole Cherry Rocher
170 Château de By 189 Coffret Delamain 208 Hot Connexion Boisset
Greysac Delamain L’Héritier Guyot
171 Kerala 190 Ballantine’s Event 209 Liqueurs
Daedalus Ballantine’s L’Héritier Guyot
172 V3+ 191 lock box 210 g.h.mumm
Direct Wines Hennessy G.H.Mumm
173 Château Franc Mayne 192 Davidoff Cognac 218 ruinart events
Château Franc Mayne Hennessy Ruinart
174 Pétillants 193 Martell XO
Listel Pernod Ricard
175 Leffe Event 194 camus Cognac
L’Abbaye de Leffe Camus
SOFT DRINK
228 contrex 241 Linea
Nestlé Waters Lipton
229 Saint Antonin 242 Smart
Saint Antonin Agrokor
230 Vittel 243 Teisseire Syrup
Nestlé Waters Teisseire
232 badoit Christmas Event 244 Teisseire Barman
Danone Waters Teisseire
233 Badoit 2006 246 Ready To Drink
Danone Waters Teisseire
234 La Mini by Taillefine 247 Yop
Danone Waters Yoplait
236 Badoit Pack 248 perrier
Danone Waters Nestlé Waters
237 La Salvetat Aromatisée
Danone Waters
238 Badoit range
Danone Waters
240 Gini Lemon & Passion
Origina Schweppes
FOOD PRODUCT 16
17

256 Sève 269 Vinegar 286 Ripolin 500


Sève Maille Ripolin
258 Valrhona concepts 270 Champion Collection 287 Naturêva
Valrhona Champion/Carrefour Tollens
259 Valrhona classic 272 le Cocktail 288 V33
Valrhona Valcrest V33
260 Branding Lenôtre 273 Marie ready meal 290 R.A.G box
Lenôtre Marie R.A.G Lingerie
262 Turrón 274 Fromages Chalais 291 Vi’n&Ko café box
Lacasa Valcrest Vi’n et Ko café
263 Cover Chocolate 276 conguitos 292 Magnum Photos Event
Cacao Barry Lacasa Magnum Photos
264 La Cabane à Fruits 294 Sens box
La Cabane à Fruits Sens SA
266 À l’heure de 295 Fifi Award
Picard Frangrance Foundation
267 Bernard Loiseau 296 cameleo
Agis Psa/Peugeot
268 carapelli EVENT
Carapelli
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


Guerlain
Guerlain
Issima Happylogy Guerlain
Guerlain ain
Guerl
Gua e
nlir
perfume

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
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 S 22

Escada
23

Escada

in
in ain
Guerl
Gua
e
nlir
Lolita
new PACKAGING DESIGN


L
olita Lem
Lolita


Badelssarini
Baldessarini
Del Mar Prestige Baldessarini
Baldelssarin
Badel
ssa rin
Bad
perfume

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 Eau de Minuit 24

Lolita Lempicka
25

ssarini
i
ssarini
ssa
Badel rinesnaliir
Bad
new PACKAGING DESIGN


Burberry
Burberry
Tender ToucH Burberry
Burberry
Burberry
Bub reyr
perfume

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 Baby Touch 26

Burberry
Burberry
27

Burberry
Bub reyr

berry
Bub
reyr
Lolita
new PACKAGING DESIGN


L
olita Lem
Lolita


Lacoste
Lacoste
Elegance Lacoste

Lacoste Lacoste
Lacoest
perfume

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


L 28

a Lempicka 29

Lolita Lempicka
I
new PACKAGING DESIGN


Issey
I


Lacoste
Lacoste
Essential Lacoste

Lacoste Lacoste
Lacoest
perfume

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 eau d’isSey pour homme 30

Issey Miyake
31

Issey Miyake
new PACKAGING DESIGN

Agatha Ruiz de la
Agatha Ruiz de la Prad
Beso Agatha Ruiz de la Prada
Agatha Ruiz de la
AgathaRuizde
perfume

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: Valérie Bernard, Sylvie l’Hostis, Anne-Laure Rogeon Designed by the agency: volume design, visual identity, packaging, merchandisign


Espoir
Espoir
Espoir Espoir 32

Espoir
Espoir
33

de la Prada
a Prada
de la Prada
aRuizdelaPrada
gathaRuizdelaPrada
Sava

new PACKAGING DESIGN

Sava


Givenchy
Givenchy
Very Irresistible Givenchy

Gi Givenchy
venchy G
venichy
perfume

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 incanto 34
35

y
yenchy
Gvenichy
new PACKAGING DESIGN


Guerlain
Guerlain
insolence Guerlain


Guerlain
Guerl

auin

G ae
nlir

perfume

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 Inspiration 36



rl
a in Lacoste Lacoste
37

Lacoste
G u
ae
n
l
i
r
Lacoest
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
new PACKAGING DESIGN


Guerlain
Guerlain
Christmas Event Guerlain
Guerlain ain
Guerl
Gua e
nlir
perfume

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
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.
Paco Rabanne
Designer: centdegrés Studio Designed by the agency: product design

Paco Rabanne
Paco Rabanne Elle 38

Paco Rabanne 39

in
in ain
Guerl
Gua
e
nlir
new PACKAGING DESIGN

Lolita Lempicka
Au Masculin Lolita Lempicka
Lolita Lempicka
Lolita Lempicka
perfume

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
Centdegrés 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: centdegrés Studio Designed by the agency: product design, packaging

P uig P uig
Puig Puig Banderas Spirit 40

Puig
41

Puig Puig
Puig


new PACKAGING DESIGN


Jean-Paul
Jean-Paul Gau
Gaultier
Miniature Edition Jean Paul GaultierJeanPaul Gau

J
ean-Paul J anG
e P-a
perfume

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.

Esprit
Designer: Denis Boudard Designed by the agency: volume design, visual identity


Esprit
Esprit Esprit

Esprit Esprit Esprit
Esprit Connect 42
43

ulultier
Gaultier
l Gaultier
an- Paul
J anGaul
e l atiueeitlrr
P-auG
new PACKAGING DESIGN


Jean-Paul
Jean-Paul Gau
Gaultier
CHRIsTMAs 2007 Jean Paul GaultierJean Paul Gau

J
ean-Paul J anGa
e P-auG
perfume

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 Surlyn® 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: Valérie Bernard Designed by the agency: volume design, visual identity, packaging, merchandisign


Espoir Espoir Blossom 44

Espoir
Espoir
45

l Gaultier
ultier
l PGaultier
n- aul
J anGaul
e l atiueeitlrr
P-auG
new PACKAGING DESIGN

Pour Homme
Espoir Espoir
Espoir
Espoir
perfume

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: Valérie Bernard, Marie-Cécile Fontaine, Anne-Laure Rogeon
Designed by the agency: volume design, visual identity, packaging, merchandisign
For the creation of the new bottle for Davidoff Wave, centdegrés 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: centdegrés Studio Designed by the agency: product design,


Coty
Coty
C oty
Coty Davidoff Cool Water Waves 46
47
new PACKAGING DESIGN


Jean-Paul
Jean-Paul Gaultier
Gaultier
X’Ray Edition Jean Paul GaultierJean Paul Gaultier

J
ean-Paul J anGaul
e l atiuee
P-auG itlrr
perfume

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
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: Valérie Bernard, Claire Boiret
Designed by the agency: volume design, visual identity, packaging, merchandisign


Espoir Espoir Swingblue 48

Espoir
Espoir
49

aultier
r
aultier
nGaul l atiueeitlrr
P-auG


new PACKAGING DESIGN

Isa


EmanuelUn
Emanuel Unga
apparition Homme Emanuel Ungaro
EmanuelUn
Eman

perfume

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
Isabel Derroisné
Derroisné
Isabel Derroisné Isabel Derroisné
Rose Divine 50

Isabel Derroisné
51

Isabel Derroisné

anuelUngaro
Ungaro
anuelUngaro
EmanuU elngao r
Em Ua
ng
no
ua
elr
new PACKAGING DESIGN



Emanuel Un


JEAN Puma
Puma
I’m PAUL GAULTIER
Going Puma
Puma
Puma
Puma
perfume

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
Emanuel Ungaro
Ungaro JEAN PAULungaro
GAULTIER 52

uel Ungaro Emanuel Ungaro


53


Emanuel Ungaro
Emanuel Ungaro

Puma
Puma
new PACKAGING DESIGN


Ermenegildo
Ermenegildo Zegn Z
Ermenegildo
Zegna Ermenegild
ZEGNA & ducati

Guerlain
Ermenegi
Ermen
perfume


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
o ZegnaZegna

negildo
Guerlain
Zegna
Guerlain Insolence Christmas Event 54

erlain Zegna
55

menegildo
Guerlain ain
Guerl
Ermenegi
Gua l
d o
Zegna e
nlir
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
new PACKAGING DESIGN



Gu


F by ferragamo Salvatore Ferragamo


SalvatoreFerrag
Savatore Ferragamo
perfume

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

Gu Gu
erl ainerlain L’Instant Magic

56

Guerlain
57

Guerlain ne
auia
GuerlG

nlir

reFerragamo

new PACKAGING DESIGN


Emanuel
Emanuel Ungaro
Ungaro
apparition Emanuel Ungaro EmanuelUngaro

E
manuU elnEg
Ua
mano
ngorelr
ua
perfume

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 multi-
faceted 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
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 trouble 58

Boucheron 59

Boucheron

o
a o
orelr
a
ng
no
ua
In

new PACKAGING DESIGN

Interp
In

Fun by espoir
Espoir Espoir
Espoir
Espoir
perfume

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: Valérie Bernard, Marie-Cécile 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, centdegrés 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.

Interparfums Interparfums
Designer: centdegrés Studio Designed by the agency: product design, packaging, edition

Interparfums Interparfums
Interparfums Interparfums Roxy 60

Interparfums Interparfums
61
new PACKAGING DESIGN


Jean-Paul
Jean-Paul Ga
Gaultie
Jean Paul GaultierJean Paul Ga

Eaux d’été J
ean-Pau e
J an
perfume

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-à-
porter 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 62

aul
J
e an-
P J anGaull atiueeitlrr
63

e P-auG
new PACKAGING DESIGN


Castelbajac
Castelbajac
JEAN PAUL GAULTIER
castelbajac Castelbajac
Castelbajac
C
aset b laja
Cbealts
perfume

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
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: Valérie Bernard, Marie-Cécile Fontaine, Anne-Laure Rogeon
Designed by the agency: volume design, visual identity, packaging, merchandisign


Espoir Espoir
Espoir F-Man 64
65

Espoir

cbajac
bajac
aset b
C laja
Cbealtsjcc
new PACKAGING DESIGN


Jean-Paul
Jean-Paul Gaulti
Gaultier
Jean Paul Gaultier

Jean Paul Gaulti
Summer 2007 J ean-PaulGau

e
JGuer
an
P-auG
la

perfume


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

Gaultier

Paul
Gaul t
ie r Guerlain
Guerlain Insolence Limited Edition 66

JGuerlain
67

eanP-auG
l aueitlr Guerlain ain
Guerl
Gua e
nlir
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
new PACKAGING DESIGN


Issey Issey
Miya M
Miniature Valentin’s Day Issey Miyake
Issey M


perfume

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 Luz/Pénélope Cruz 68

L’Oréal
69

Issey Miyake
Miyake
Issey Miyake
I
sseyMiyM
seIyaya
ikke
e
new PACKAGING DESIGN

Jean-Paul Gau
gaultier² Jean Paul Gaultier
Jean Paul Gaultier
Jean-Paul Gau
Jean-Pau
perfume

Jean
70
71
new PACKAGING DESIGN


Jean-
gaultier² Jean Paul Gaultie



perfume

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 72

Jean Paul Gaultier 73

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN


Jean-
gaultier² Jean Paul Gaultie



perfume

At first glance, the bottle recalls the codes of perfume in the grand tradition, because defiance "à 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 74

Jean Paul Gaultier 75

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN


Jean-
gaultier² Jean Paul Gaultie



perfume

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 76

Jean Paul Gaultier 77

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN


Jean-
gaultier² Jean Paul Gaultie



perfume

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 78

Jean Paul Gaultier 79

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN

Paco Rabann
Paco Rabanne
JEAN PAUL GAULTIER
Ultraviolet Paco Rabanne Paco Rabann

Paco
PaR
perfume
abanne
ne 80

abanne 81

Paco Rabanne
Paco Rabanne
new PACKAGING DESIGN

Paco Rab
Paco Rabanne
Ultraviolet Paco Rabanne Paco Rab

Pac

perfume

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 82

o Rabanne 83

Paco Rabanne
Paco Rabanne
new PACKAGING DESIGN

Paco Rab
Paco Rabanne
Chez Moi
Ultraviolet Paco Rabanne Paco Rab

Pac

perfume

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 84

o Rabanne 85

Paco Rabanne
Paco Rabanne
new PACKAGING DESIGN

L’Artisan Parfume
chez moI L’Artisan Parfumeur
L’Artisan Parfumeur
L’Artisan Parfume
perfume

L’ArtisanParf
L’ArtisanPa
86
87
new PACKAGING DESIGN


Chez Moi L’Art
L’Artisan Parfume

perfume


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 88

arfumeur 89

L’Artisan Parfumeur
L’ArtisanParfumeur
L’ArtisanParfumeur
new PACKAGING DESIGN

Jean-Paul Gau
fragile Jean Paul Gaultier
Jean Paul Gaultier
Jean-Paul Gau
Jean-Pau
perfume

Jean
90
91
new PACKAGING DESIGN

Jean-Paul G
Jean-Paul Gaulti
fragile Jean Paul Gaultier
Jean Paul G
Jean
J
perfume

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
92

Paul Gaultier 93

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN

Jean-Paul G
Jean-Paul Gaulti
fragile Jean Paul Gaultier
Jean Paul G
Jean
J
perfume

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
94

Paul Gaultier 95

Jean-Paul Gaultier
Jean-Paul Gaultier
new PACKAGING DESIGN

Christian Lacro
Christian Lacroix
Tumulte Christian Lacroix
Christian Lacro
Christia
Chr
perfume
n Lacroix
oix 96

n Lacroix
97

hristian Lacroix
Christian Lacroix
new PACKAGING DESIGN

C
Christia
Tumulte Christian Lacroix
C


perfume

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 98

Christian Lacroix
99

Christian Lacroix
Christian Lacroix
new PACKAGING DESIGN



Tumulte



perfume

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 100

Christian Lacroix
101

Christian Lacroix
Christian Lacroix
new PACKAGING DESIGN



Tumulte



perfume

The feminine version


Its red colour recalls old perfume bottles. The golden flourishes and the engraved ex-voto heart make it an ultra-
feminine 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 102

Christian Lacroix
103

Christian Lacroix
Christian Lacroix
new PACKAGING DESIGN

Alexander Mc Queen
Alexander Mc Queen
Alexander Mc Queen
Kingdom Alexander Mc Queen
Alexander Mc Queen
Alexander Mc Q
perfume
104
105
new PACKAGING DESIGN

Alexander Mc Queen
Alexander Mc Queen
Alexander Mc Queen
Kingdom Alexander Mc Queen
Alexander Mc Q
Alexander
perfume

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.
106

Mc Queen 107

ander Mc Queen
new PACKAGING DESIGN

Alexander Mc Queen
Alexander Mc Queen
Alexander Mc Queen
Kingdom Alexander Mc Queen
Alexander Mc Q
Alexander
perfume

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
108

Mc Queen
109

ander Mc Queen
new PACKAGING DESIGN

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

Ermenegildo Z
110
111
new PACKAGING DESIGN


Ermenegildo Zegna
Z Ermenegildo Zegna
Ermenegildo Zeg
Ermenegild
Ermene
perfume

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 112

o Zegna
113

negildo Zegna
Ermenegildo Zegna
new PACKAGING DESIGN


Ermenegildo Zegna
Z Ermenegildo Zegna
Ermenegildo Zeg
Ermenegild
Ermene
perfume

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 114

o Zegna
115

negildo Zegna
Ermenegildo Zegna
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


Guerlain
Guerlain
Divinora Guerlain
Guerlain ain
Guerl
Gua e
nlir
cosmetic

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 Differently Nutri-dermo Skin 120
121

ain
Gua
e
nlir
new PACKAGING DESIGN


Lancaster
Lancaster
Aquasenses L
ancaster
Lancaster
cosmetic

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 semi-
circle 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
Yves Rocher
Yves Rocher ADN 122
123
new PACKAGING DESIGN



  Caudalie
Caudalie
Caudalie Caudalie
Caudalie ie
Caudal
Cauedial
cosmetic

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-of-
the-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
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: Valérie Bernard, Claire Boiret, Anne-Laure Rogeon Designed by the agency: visual identity, packaging

Filorga
Filorga Filorga 124

Filorga
125

Filorga

udal
Caiue
edial
new PACKAGING DESIGN


Cinq Cinq Mõndes
Mõndes
Cinq MÕndes Cinq Mõndes Cinq Mõndes

C
niqMõM nC
nqdiõnedess
cosmetic

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
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

des
des
õM
nC
nqdiõnedess
new PACKAGING DESIGN


Kao Kao
Fine-Fit Kao
Kao
Kao
Kao
cosmetic

Kao, an important Japanese cosmetic group, entrusted centdegrés 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: centdegrés Studio Designed by the agency: product design, packaging
Espoir
Espoir
E
spoir
Espoir EAU D'ESPOIR 128
129

o 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
new PACKAGING DESIGN

Gemology
Gemology
Gemology
Gemology
Gemology
G
emoo lg
G ogyyol
em
cosmetic

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
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 Divine Bronze 130
131

Lancaster

o
Ggogyyol
em
new PACKAGING DESIGN


Clé Clédes
des Champs
Champs
Clé des Champs Clé des Champs ClédesChamps

C
é dleC
shC
adC
m
e lppss
hésam
cosmetic

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 132

hamps

deC
shC
adC
m
133

e lppss
hésam
new PACKAGING DESIGN


Lancaster
Lancaster
Precious Sun L
ancaster
Lancaster
cosmetic

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 centdegrés 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: centdegrés Studio Designed by the agency: packaging


VirginaleVirginale
Virginale
Virginale Virginale 134
135
new PACKAGING DESIGN



Yve


Laneige
Laneige
Laneige Laneige
Laneige
Laneige
a Lnegie
cosmetic

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: Valérie Bernard, Marie-Cécile Fontaine, Anne-Laure Rogeon, Sylvie L’Hostis, Claire Boiret
Designed by the agency: volume design, visual identity, packaging

Yves Rocher Dr Pierre Ricaud


Yves Rocher
136

Yves Rocher
137

Yves Rocher

aneige
a
Lnegie
new PACKAGING DESIGN


Nickel
Nickel
Nickel COLLECTION Nickel
Nickel
Nickel
Ncikel
cosmetic

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
138

kel
139

Ncikel
new PACKAGING DESIGN


Guerlain
Guerlain
Terracotta Guerlain
Guerlain ain
Guerl
Gua e
nlir
cosmetic

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 Rituals
R
ituals RitualS 140

Rituals
141

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
L’A

new PACKAGING DESIGN

L’Artis
L’A

Evian Brumi Limited Edition Evian



Evian Evian
Evian
Evian
Ev
cosmetic

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.

L’Artisan Parfumeur
Designer: Partisan du Sens Studio Designed by the agency: volume design, derivative line packaging

L’Artisan Parfumeur
L’Artisan Parfumeur Jatamansi 142
143

L’Artisan Parfumeur

n
n
Evian
Evain

new PACKAGING DESIGN


Yve


Kao Kao
Segreta Kao
Kao
Kao
Kao
cosmetic

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? Centdegrés 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: centdegrés Studio Designed by the agency: product design, packaging
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 Sérum Végétal 144

Yves Rocher 145

Yves Rocher

Kao
new PACKAGING DESIGN


Nickel
Nickel Seph
Sephora
THE service Station Nickel Sephora NickelSeph

N
cikS ele
cosmetic

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 water-
tightness. 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 Inositol 146

Yves Rocher
147

kelSephora
ephora
kelSephora
N
cikSelepS
hep
N o a
rr
ckehilo
a
new PACKAGING DESIGN


Givenchy
Givenchy
JEAN PAUL
small is beautiful
GAULTIER Givenchy
Givenchy
Gi
venchy G
venichy
cosmatic
148
149
new PACKAGING DESIGN


Givenchy Givenchy
small is beautiful Give
Givenchy
Givench
cosmetic

Givenchy
At the heart of a brand such as Givenchy, the perfumes have their own identities, forming almost brands within the

Givench
brand. In this context, the creation of a new line of cosmetics had to have as its objective carrying the identity of the

G ivenchy
brand. The agency thought that the 4G, the magnificent emblem designed by Hubert de Givenchy, should be the

Givench
basis of its work: to design an emblematic and "signature" object for Givenchy. The entire line is designed on the

Givenchy
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.
Givench
Givenchy
Givench
Givenchy
y Givenchy
Givenchy Givenchy
Givenchy 150

Givenchy 151

ivenchy
ivenchy
ivenchy Givenchy
ivenchy
ivenchy
new PACKAGING DESIGN

small is beautiful Givenchy


Giv
Givenchy


cosmetic


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 multi-
textured. 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: centdegrés Studio Designed by the agency: product design
Givenchy
Givenchy
152

hy
153

Givenchy
Gi
venchy G
venichy
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 Château 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


Château
Château Caillev
Caillevet
Accent Château CaillevetChâteau Caillev

Château
Châte
alcohol

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
158

Château Caillevet
159

Château Caillevet
Kursne
new PACKAGING DESIGN


Kursner
Kursne


Listel Listel
Listel
Listel
Lucas Carton Listel
Listel
alcohol

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 Gaspard, Melchior, Balthazar 160
161

el

new PACKAGING DESIGN

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

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
Nicolas
Nicolas Les petites récoltes 162


163

Emballage
ballage
mballage
elainEmballage
Gobea lniEmbaa
l ge
new PACKAGING DESIGN

GabrielMeffre
Wild Pig Gabriel Meffre Listel
Gabriel Meffre
GabrielMeffre
GabreiM l efre
alcohol

G Maeb
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 Cépages 164

Listel Listel 165

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
Riber
new PACKAGING DESIGN

R
Ribera d
Riber

Philippe
Dunoyer de Ségonzac Philippe Dun
Philippe Dunoyer de Sé
Philippe

alcohol

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 Pago La Moravia
Ribera del Duraton
166
167

Ribera del Duraton

P hilippeDunoyerdeSégonzac
lippe Dunoyer de Ségonzac
er de Ségonzac
PhilippeDunoyerdeSégonzac
PhilippeDunoyerdeSégonzac
Php il peDunoyedreSégonzac
F
new PACKAGING DESIGN


Fiée
F


Nicolas
Nicolas
AOC range Nicolas
Nicolas
Nicolas
Nco ials
alcohol

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 Caléis
Fiée des Lois
168
169

Fiée des Lois

olas
olas
Nicolas
Ncoials

D
new PACKAGING DESIGN

D
aeD


Greysac
Greysac
Château de By Greysac
Greysac
Greysac
G eyra
sc
alcohol

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 Kerala 170
171

ac
ac
Greysac
Geyra
sc
Château
Chât
new PACKAGING DESIGN

Château Fran
Château


Direct
Direct WinesWines
V3+ Direct Wines
Direct Wines
D
irecW tWerinciteneiss
D
alcohol

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 172
173

Château Franc Mayne

Wines
Wines
ecW
tW
erinciteneiss
D
new PACKAGING DESIGN

L’Ab


L’Ab


Listel Listel
Pétillants Listel
Listel
Listel
Listel
alcohol

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 Leffe Event 174

L’Abbaye de Leffe 175

L’Abbaye de Leffe
L’Abbaye de Leffe

ListelListel
new PACKAGING DESIGN


Jaillance N
Jaillance
Jaillance
Jaillance
grande tradition Jaillance Nico
a Jl
ince N
alcohol

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
ce Nicolas Feuillate Nicolas Feuillate
Nicolas Feuillate
176

Jaillance
aJl ince Nicolas Feuillate
177

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
new PACKAGING DESIGN


CharlHeid
Charles esHe
Coffret Charles Heidsieck Charles HeidsieckCharlesHe

C
h
alcohol

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, Eléonore 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 Stratégies du Luxe in 2004.
Designer: Marc Claes Designed by the agency: product design

Veuve Cliquot Ponsardin


Veuve Cliquot Ponsardin Clicquot Ice Jacket
Veuve Cliquot Ponsardin
178
179

Veuve Cliquot Ponsardin

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

Nicolas Feuillate
Nicolas Feuillate
Champagnes events Nicolas Feuillate
Nicolas Feuillate
alcohol

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 rosé and electric blue for the white, each adorned with silver notes. The reference to
the 1⁄4 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
180

e 181
hampag
C
new PACKAGING DESIGN

Ch

Krug

Veuve Cliquot Ponsar


CLICQUOT Accessories Veuve Clicquot Ponsardi
Veuve Clicquot Ponsardin
Veuve Cliquot Ponsardin
alcohol

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 Johann-
Joseph Krug, who originated from Mainz. Today it belongs to the luxury group LVMH. It is directed by Rémi 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 182

Champagne Krug
183

Krug

ot Ponsardin
Ponsardin
in
ardin
new PACKAGING DESIGN


MoëtMoë
&C
Branding Moët & Chandon Moët & Chandon

Moë

alcohol

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

MoëtMoët
& &Chandon
Chandon 184

ndonMoët&Chandon

185

M
o& CëthaC
nM
d
hano
& nnt
doë
C

new PACKAGING DESIGN

Cou
C


Hine Hine
Triomphe Cognac Hine
Hine
Hine
Hnie
alcohol

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 Cognac XO 186

Courvoisier
187

HineHnie


Del
new PACKAGING DESIGN

Grand Marnier Lapostole


Grand Marnier Lapostole
Grand Marnier Lapostole
Grand Marnier Lapostole
Navan Grand Marnier Lapos
GrandMarnierLapo
alcohol

The brandies already present in the US market are generally middle-of-the-range liqueurs offering between 20 and
30º 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 40º 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.

Delamain Designer: Daedalus Team Designed by the agency: derivative line, graphic design

Delamain
Delamain
Delamain Coffret Delamain 188
189

postole
le
postole
nier Lapostole
arnierLapostole


new PACKAGING DESIGN

He

Ballantine’s Event
Ballantine’s
Ballantine’s
Ballantine’s
Ballantine’s
Bal
lantB inae
l
alcohol

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.

Hennessy
Designer: Denis Boudard Designed by the agency: volume design

Hennessy
Hennessy Hennessy Lock Box 190

Hennessy
191

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

new PACKAGING DESIGN

Perno
P


Henessy
Hennessy
Davidoff Cognac Hennessy
Hennessy
Henessy
Heneys
alcohol

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 glass-
maker, 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.”

Pernod Ricard
Designer: Patrick Veyssière Designed by the agency: design packaging, identity

Pernod Ricard
Pernod Ricard Martell XO 192
193

Pernod Ricard

nessy
y
nnessy
Henessy
Heneys
new PACKAGING DESIGN


Camus
Camus

Camus
Camus
Camus

Camus Camus
Camus
camus Cognac

Camus Camus Camus
Camu
alcohol

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
194
195

Camus
D
new PACKAGING DESIGN


Dela
D


Unicognac
Unicognac
Quest Cognac Unicognac
Unicognac
U
nicogU ncong
a
inacc
alcohol

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’s Travel 196

Delamain
197

Delamain

ognac
c
ognac
U
nicogU
ncong
a
inacc

new PACKAGING DESIGN




RhumRhum Clément
Clément
Héritiers Rhum Clément RhumClément

R
humCélm RhuC
melnentt
ém
alcohol

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 space 198

Rémy Martin 199

Rémy Martin

Clément
ment
RClément
humCélm
RhuC
melnentt
ém
Pe
new PACKAGING DESIGN


Perno


Glen Glen Turner
Turner
Canister Glen Turner Glen
Turner Glen Turner
Gl
enTurne GeTulnre
alcohol

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 Céré 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 Ricard 200

Pernod Ricard 201

n Turner
ner
n Turner
Gl
enTurner
GeTulnrer
new PACKAGING DESIGN


Martini
Martini
Mini Martini Martini
Martini
Martini
Manirt
alcohol

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
202

Martini
203

Manirt

new PACKAGING DESIGN


Du


Rh umsC
lé mléem
nt
Rhu m s C
Rhums Cléments RhumsCRlé

hum
ms
C




Rhum Rhum
Clé
Rhums Clément Aromatisés
Rhum Clément Rhum


alcohol

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


Dugas D
ugas
Dugas
Dugas Rum Angostura 204
205

Dugas

ents
hu mléem
CmlésC nts
humsCRlé m
Cséen
lm e tsnst
hum lssent
ém
m
RhuC


Rhum Clément
Rhum Clément
nt Rhum Clément

Rhum
Cl éC
Rhumment
élment
new PACKAGING DESIGN

C
Pernod Ricard
Suze Pernod Ricard Che
Pernod Ricard C
Pernod Ricard
alcohol

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. Centdegrés organised the two projects around the famous couturiers Sonia Rykiel and Paco Rabanne.
Designer: centdegrés Studio Designed by the agency: product design, packaging
Cherry Rocher
Cherry Rocher
Cherry Rocher Cherry O 206

Cherry Rocher
207

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

new PACKAGING DESIGN


L’Héritier G


L’Hé
L’Héritier G
Hot Connexion Boisset L’Héritier Guyot
L’Hé

alcohol


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 Liqueurs 208

Héritier Guyot
209

L’Héritier Guyot
L’Héritier Guyot
L’HéritierGuyot

L’Héritier Guyot
’Héritier Guyot
ot
L’Héritier Guyot
L’HéritierGuyot
L’HérietG r uyot
new PACKAGING DESIGN


G.H.Mumm
G.H.Mumm
g.h.mumm G.H.Mumm
G.H.Mumm
G.H.M
G.
alcohol
210
211
new PACKAGING DESIGN


G.H.
g.h.mumm G.H.Mumm



alcohol

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


G.H.M
G.H.Mumm
g.h.mumm G.H.Mumm
G.H.M


alcohol

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 214


G.H.Mumm 215


new PACKAGING DESIGN


G.H.M
G.H.Mumm
g.h.mumm G.H.Mumm
G.H.M


alcohol

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: centdegrés Studio Designed by the agency: product design, packaging, visual identity
G.H.Mumm
H.Mumm 216


G.H.Mumm 217


new PACKAGING DESIGN


Ruinart
Ruinart
ruinart events Ruinart
Ruinart
Ruina
Runi
alcohol
218
219
new PACKAGING DESIGN


Ruina
ruinart Events Ruinart



alcohol

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
220

Ruinart
221

Runiart
new PACKAGING DESIGN


Ruinart
Ruinart
ruinart EVENTS Ruinart
Ruinart
Ruinart
Runiart
alcohol

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
222

Ruinart
223

Runiart
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


Neslé
Neslé Waters
Waters
contrex Neslé Waters Neslé Waters

N
esélWN aée
W etlsrsseart
soft drink

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 228

Saint Antonin 229

Saint Antonin

Waters
ers
NWaters
esélWN
aée
W etlsrsseart
NEW PACKAGING DESIGN


Neslé Waters N
Wéelsseart
Vittel Neslé Waters Neslé Waters

N
esélWN aée
W etlsrsseart
soft drink

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 top-
of-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
aters N
Wéelsseart 230

é Waters
231

N
esélWN
aée
W etlsrsseart
NEW PACKAGING DESIGN

Danone

Danone Wa
badoit Christmas Event
Danone
Waters Danone
Danone
D
soft drink


The famous sparkling water brand Badoit regularly develops limited editions. Here, the agency centdegrés 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: centdegrés Studio Designed by the agency: product design

Danone Waters Danone Waters

one Waters Danone Waters
Danone Waters Danone Waters Badoit 2006 232


Danone e Waters
Waters
233


Danone Waters DanonW
e aetsr
DanonW e aetsr
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
NEW PACKAGING DESIGN

Danone Wa
La Mini by Taillefine Danone Waters
Danone Waters
Danone Wa
DanoneW
soft drink

A major player in the segment of slimming waters, Taillefine decided to enrich its positioning and enlarge its portfolio

Dano
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: Véronique Bondonneau Designed by the agency: packaging
one Waters
Waters 234
235

one Waters
DanoneWaters
DanonW
e aetsr

NEW PACKAGING DESIGN


Danone


Danone Wa
Badoit Pack Danone Waters
Danone Waters
Danone Wa
DanoneW
soft drink

Badoit, one of the major players in the sparkling water segment, is innovating and enlarging its offer. The Badoit Verte

Dano
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 La Salvetat Aromatisée 236

Danone Waters 237

Danone Waters
DanoneWaters
DanonW e aetsr

one Waters
Waters
one Waters
DanoneWaters
DanonW
e aetsr
NEW PACKAGING DESIGN

Danone Wa
Danone Waters
Badoit range Danone Waters
Danone Wa
DanoneW
soft drink

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 238
239

one Waters
DanoneWaters
DanonW
e aetsr
NEW PACKAGING DESIGN

OriginaSch
Origina Schwe
Gini Lemon & Passion Orangina Schweppes
OrigannaSc
Origin

soft drink

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 Linea 240

Lipton L ipton
241

OriginaSchweppes
a Schweppes
pes
OrigannaSchweppes
OriginaSchweppes
OginriS achweppes


NEW PACKAGING DESIGN

Te


Agrokor
Agrokor
Smart Agrokor
Agrokor
Agrokor
Agorkor
soft drink

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
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.

Teisseire
Designer: P-Référence Team Designed by the agency: graphic design, volume design

Teisseire
Teisseire Teisseire Teisseire Syrup 242

Teisseire 243

or
or
Agrokor
Agorkor
NEW PACKAGING DESIGN

Teisseire
Teisseire
Teisseire Barman Teisseire Teisseire
Teisseire
soft drink

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


Teisseire Teisseire
Ready To Drink T
eisseire Teisseire
soft drink

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: Barré & Associés 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

Nestlé Waters
perrier Nestlé Waters
Nestlé Waters Nestlé Waters

Nestlé Wat
Nest léWa
soft drink
248
249
NEW PACKAGING DESIGN

Nestlé Water
Chez Moi
perrier Nestlé Waters
Ne
Nestlé Waters Nestlé Water

Nestlé W
soft drink

Ne
Since 1992 Dragon Rouge has accompanied the Perrier brand in the evolution of its positioning, through packaging

Nestlé Waters Nestlé Water


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

Nestlé W
success. With the help of Dragon Rouge, the brand developed a new product concept: Perrier Fluo, aimed at young


Nestlé Waters Ne
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

Nestlé Waters
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.
Nestlé WaterW
Nestlé
Ne
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
250
251

é WatersWaters
Nestlé
Nestlé Waters
é WatersWaters
Nestlé

aters Nestlé Waters
é WatersWaters
Nestlé
Nestlé Waters
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

Sève
Sève
Sève Sève
Sève
Sève
Sève
food

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
256
257

Sève
Sève
NEW PACKAGING DESIGN



Valrhon



Valrhona
Valrhona
Valrhona concepts Valrhona

Val Valrhonarhon
Vha roln
food

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 Carrés 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 classic 258

Valrhona
259


Val Valrhonarhona
Vha rolna

arhona
rhonarhona
Val
Vha rolna
NEW PACKAGING DESIGN

Len Lenôtre
ôtre

Lenôtre
Branding Lenôtre LenôtreLenôtre

Lenôert
food

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
treLenôtre 260


261

Lenôert


NEW PACKAGING DESIGN

Cac


Lacasa
Lacasa
Turrón Lacasa
Lacasa
Lacasa
a Lcasa
food

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 Cover Chocolate 262
263

Cacao Barry

acasa
a
Lcasa
NEW PACKAGING DESIGN

LaCabaneàFru
La Cabane à Fru
La Cabane à Fruits La Cabane à Fruits
LaCabaneàFru
LaCabaneà
food

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 264

CabaneàFruit
265

LaCabaneàFruti
C a
LabatFunà
rie

NEW PACKAGING DESIGN



Ag


Picard
Picard
À l’heure de Picard
Picard
Picard
Pciad r
food

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 Bernard Loiseau 266

Agis
267

Agis

Picard
Pciad
r
NEW PACKAGING DESIGN



M
ai


Carapelli
Carapelli
carapelli EVENT Carapelli
Carapelli li
Carapel
Caarpiell
food

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 Maille Vinegar 268

M
aille
Maille
269

pelli
pelli li
Carapel
Caarpiell
NEW PACKAGING DESIGN

Champion
Carrefour CarrefourCar
Champion Collection Carrefour
Carrefour
four
food

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
270
271

e-C
ra
rhm
onpi


NEW PACKAGING DESIGN

Ma


Valcrest
Valcrest
LE Cocktail
Valcrest Valcrest
Valcrest
Vaclerst
food

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
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 ready meal 272

Marie
273

alcrest
Vaclerst
NEW PACKAGING DESIGN


Valcrest
Valcrest
Fromages Chalais Valcrest
Valcrest
Valcrest
Vaclerst
food

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
274

alcrest
275

Vaclerst
NEW PACKAGING DESIGN


Lacasa
Lacasa
conguitos Lacasa
Lacasa
Lacasa
a Lcasa
food
276
277
NEW PACKAGING DESIGN



conguitos Lacasa



food

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
278

Lacasa
279

a Lcasa
NEW PACKAGING DESIGN



conguitos Lacasa



food

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
280

Lacasa
281

a Lcasa
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 non-
edible 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 .
T
NEW PACKAGING DESIGN


Tollen
To

Ripolin
Ripolin 500 Ripolin
Ripolin
Ripolin
Ripolin
product

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 Naturêva 286

Tollens Tollens
287

Tollens

n
n
Ripolin
Rp ionil
NEW PACKAGING DESIGN


V33 V33
V33 V33
V33
V33
V33
product

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
288
289

3V33
Vi’n e
NEW PACKAGING DESIGN


Vi’n et Ko Caf
Vi’n et Ko


R.A.GR.A.G Lingerie
Lingerie
R.A.G box R.A.G Lingerie R.A.GLingerie


RRA ..G
A nn..g
G iiLLe
g eiirr
product

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 Vi’n&Ko café box 290

t Ko Café
291

’n et Ko Café

ngerie
ie
ngerie
RRA
..G
nn..g
iiLLe
A G g eiirr
NEW PACKAGING DESIGN


Magn
Magnum
Magnum Photos Event Magnum Photos Magn



product

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
Magnum Photos
Photos
tos MagnumPhotos 292
293

M
agnum PM
hoa
otg
oPhnsso
um
t
Frangr

NEW PACKAGING DESIGN

Fragra


Sens SA Sens SA
Sens box Sens SA

Sens Sens SA SA
SeSnA s
product

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.

Frangrance Foundation
Designer: Denis Boudard Designed by the agency: volume design

Frangrance Foundation
Fragrance Foundation Fifi Award 294

Fragrance Foundation
295

ns SA
AensSA
SeSnA
s
NEW PACKAGING DESIGN

Psa/Peugeot
Psa/Peugeot
cameleo Psa/Peugeot
Psa/Peugeot
Psa/Peu
Psa/
product
296
297
NEW PACKAGING DESIGN

Psa/Peugeot
Psa/Peugeot
cameleo Psa/Peugeot P
Psa/Peugeot
Psa/Peugeo

product

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.
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299

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NEW PACKAGING DESIGN

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product

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
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ANNEX
BARRÉ & ASSOCIÉS BLACKANDGOLD
ADDRESS: Château de Sans Souci ADDRESS:
6 allée du Levant 128 rue de Rivoli
69890 La Tour de Salvagny 75001 Paris
tel : +33 (0)4 78 47 58 93 tel : +33 (0)1 47 20 25 23
fax : +33 (0)4 78 47 50 31 fax : +33 (0)1 47 20 43 04

Index Agency WEB


info@barre-design.com
WEB
c.tassin@black-and-gold.com
www.barre-design.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: ADDRESS: ADDRESS:
9 rue d’Abbeville 166 cours du Maréchal Gallieni 24 rue Salomon de Rothschild
75010 Paris 33400 Talence 92288 Suresnes cedex
tel : +33 (0)1 56 41 81 00 tel : +33 (0)5 56 24 41 18 tel : +33 (0)1 57 32 87 00
fax : +33 (0)1 56 41 81 15 fax : +33 (0)5 56 24 41 18 fax : +33 (0)1 57 32 87 87
WEB WEB WEB
contact@betcdesign.fr info@bulko.net main02@carre-noir.fr
www.betcdesign.fr www.bulko.net www.carrenoir.com
PAGES PAGES PAGES
130, 136, 178 161, 167, 170, 173 187, 190, 240

CENTDEGRÉS DAEDALUS DIDIER SACO Design


ADDRESS: ADDRESS: ADDRESS:
137 rue du Faubourg St Denis 22 rue Guy Ragnaud 3 rue du Sabot
75010 Paris 16008 Angoulême Cedex 377 75006 Paris
tel : +33 (0)1 44 72 59 00 tel : +33 (0)5 45 95 37 70 tel : +33 (0)1 42 74 04 80
fax : +33 (0)1 44 72 04 50 fax : +33 (0)5 45 95 06 24 fax : +33 (0)1 42 74 00 70
WEB WEB WEB
e.papiernik@centdegres.fr info@daedalus-design.com didiersaco@didiersacodesign.fr
www.centdegres.com www.daedalus-design.com www.didiersacodesign.fr
PAGES PAGES PAGES
22, 26, 27, 34, 39, 41, 47, 61, 62, 70, 80, 86, 160, 164, 169, 171, 172, 183, 186, 189, 192, 69, 127
90, 120, 123, 128, 135, 140, 144, 147, 148, 196, 197, 198, 204, 205, 207, 208, 209
163, 199, 202, 206, 210, 232
DRAGON ROUGE HOT SHOP KOLLE BOLLE
ADDRESS: ADDRESS: ADDRESS:
32 rue Pagès 5 rue Dosne 67 rue Sébastien Gryphe
92153 Suresnes 75016 Paris 69007 Lyon
tel : +33 (0)1 46 97 50 00 tel : +33 (0)1 53 70 75 00 tel : +33 (0)4 37 27 03 89
fax : +33 (0)1 46 72 05 03 fax : +33 (0)1 53 70 75 01 fax : +33 (0)4 37 27 03 89
WEB WEB WEB
info@dragonrouge.com info@hotshop.fr contact@kollebolle.com
www.dragonrouge.com www.hotshop.fr 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: ADDRESS: ADDRESS:
19 rue de Paradis 5 rue Dosne 11 rue Victor Hugo
75010 Paris 75016 Paris 93177 Bagnolet Cedex
tel : +33 (0)1 55 33 52 00 tel : +33 (0)1 53 70 75 00 tel : +33 (0)1 48 57 30 00
fax : +33 (0)1 55 33 52 05 fax : +33 (0)1 53 70 75 01 fax : +33 (0)1 48 57 41 31
304
WEB WEB WEB 305
la.cie.trapeze@lacompagnietrapeze.fr xavier.poggi@le5ruedosne.fr contact@mbd-design.fr
www.lacompagnietrapeze.fr www.le5ruedosne.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: ADDRESS: ADDRESS:
97 rue Réaumur 80 rue Edouard Vaillant 45 rue des Apennins
75002 Paris 92300 Levallois-Perret 75017 Paris
tel : +33 (0)1 44 76 00 61 tel : +33 (0)1 47 30 53 90 tel : +33 (0)1 44 85 86 00
fax : +33 (0)1 44 76 07 83 fax : fax : +33 (0)1 44 85 86 44
WEB WEB WEB
contact@partisandusens.com contact@pinkdesign.fr contact@p-reference.fr
www.partisandusens.com www.pinkdesign.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
PULP DESIGN PULP BEAUTY QSLD
ADDRESS: ADDRESS: ADDRESS:
121 av de Villiers 121 av de Villiers 109-111 rue Victor Hugo
75017 Paris 75017 Paris 92300 Levallois-Perret
tel : +33 (0)1 58 57 22 00 tel : +33 (0)1 58 57 22 00 tel : +33 (0)1 47 15 04 40
fax : +33 (0)1 58 57 22 01 fax : +33 (0)1 58 57 22 01
WEB WEB WEB
pulp@pulp-design.com pulp@pulp-design.com dboudard@qsld.com
www.pulp-design.com www.pulp-beauty.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: ADDRESS: ADDRESS:
29 rue Miguel Hidalgo 13 rue d’Algérie 75 rue de la Fontaine au Roi
75019 Paris 69001 Lyon 75011 Paris
tel : +33 (0)1 42 38 37 99 tel : +33 (0)4 78 29 16 19 tel : +33 (0)1 43 38 55 69
fax : +33 (0)4 78 27 63 60
WEB WEB WEB
sylviedefrance@sylviedefrance.com trafik@lavitrinedetrafik.fr info@undo-redo.com
www.sylviedefrance.com www.lavitrinedetrafik.fr 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: ADDRESS:
15 rue Sedaine 54 rue de Paradis
75011 Paris 75010 Paris
tel : +33 (0)1 43 40 29 72 tel : +33 (0)1 53 34 18 88
fax : +33 (0)1 53 34 18 19
WEB WEB
valeriebernard@valeriebernarddesign.com contact@westerndesign.fr
www.valeriebernarddesign.com www.westerndesign.fr
PAGES PAGES
33, 45, 46, 49, 60, 65, 125, 129, 137, 145 31, 96, 126, 132, 138, 146
Index Brand E
Lacoste 28, 30, 37
Lancaster 121, 122, 131, 134
Laneige 136
S
Emanuel Ungaro 50, 53, 58 Saint Antonin 229
L’Artisan Parfumeur 86, 143
Ermenegildo Zegna 54, 110 Salvatore Ferragamo 35, 56
La Salvetat Aromatisée 237
Escada 23 Sens SA 294
Lenôtre 260
A Espoir/Amore Pacific 33, 45, 46, Sephora 146
L’Héritier Guyot 208, 209
49, 60, 65, 129 Sève 256
Lipton 241
Accent 158 Esprit 43 Smart 242
Listel 160, 165, 174
Agatha Ruiz de la Prada 32 Evian Brumi 142 St Gobain Emballage 162
Lolita Lempicka 25, 29, 40
Agis 267
L’Oréal 69, 127
Agrokor 242 F T
Lucas Carton 160
Alexander Mc Queen 104
Fiée des Lois 169 Taillefine 234
Fifi Award 295 M Teisseire 243, 244, 246
B Filorga 125
Magnum Photos 292
Tollens 287
Fine-Fit 128
Baldessarini 24 Maille 269
Frangrance Foundation 295
Badoit 232, 233, 236, 238 Marie 273 U
Ballantine’s 190 Martell XO 193
Martini 202 Unicognac 196
Bernard Loiseau 267 G Moët & Chandon 184 Unilever 141
Boucheron 59
Burberry 26, 27 Gabriel Meffre 164
Gemology 130 N V
C G.H.Mumm 210
Nestlé Waters 228, 230, 248 V3+ 172
Givenchy 34, 148
Cacao Barry 263 Nickel 138, 146 V33 288
Glen Turner 200
Caléis 169 Nicolas 163, 168 Valcrest 272, 274
Grand Marnier Lapostole 188
Cameleo 296 Nicolas Feuillate 177, 180 Val d’Orbieu 160
Greysac 170
Camus 194 Valrhona 258, 259
Guerlain 22, 36, 38, 55, 57, 67,
Carapelli 268 Veuve Clicquot Ponsardin 179, 182
120, 140 O
Carrefour 270 Vi’n et Ko café 291 306
Virginale 135 307
Castelbajac 64 Orangina Schweppes 240
Caudalie 124 H Vittel 230
Champagne Krug 183 P
Champion 270 Hennessy 191, 192
Charles Heidsieck 178 Hine 186 Paco Rabanne 39, 80
Château Caillevet 158 Pernod Ricard 193, 201, 206 W
Château Franc Mayne 173 I Perrier 248
Wild Pig 164
Cherry O Rocher 207 Philippe Dunoyer de Ségonzac
Christian Lacroix 96 Isabel Derroisné 51 166
Cinq Mõndes 126 Issey Miyake 31, 68 Picard 266 Y
Clé des Champs 132 Psa/Peugeot 296 Yoplait 247
Conguitos 276 J Puig 41 Yves Rocher 123, 137, 145, 147
Contrex 228 Puma 52
Coty 47 Jaillance 176
Courvoisier 187 Jean Paul Gaultier 42, 44, 48, 62,
66, 70, 90 Q
D Quest Cognac 196
Danone Waters 142, 232, 233, 234, K
236, 237, 238 Kao 128, 144 R
Davidoff Cool Water Waves 47 Krug 183 R.A.G Lingerie 290
Delamain 189, 197 Kursner 161 Rémy Martin 199
Direct Wines 172
Rhum Clément 198, 204
Dr Pierre Ricaud 137
L Ribera Del Duraton 167
Ducati 54
Ripolin 286
Dugas 205
L’Abbaye de Leffe 175 Rituals 141
La Cabane à Fruits 264 Roxy 61
Lacasa 262, 276 Ruinart 218
Rum Angostura 205

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