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Ex Nihilo: What’s the latest in French luxury?

Ex Nihilo: What’s the latest in French luxury?

It’s when a perfume house discovers a new style of impertinence.

Imagine a niche brand of perfume, half-size, for men or women, and very exclusive, which wants to combine heritage and modernity. How can it differentiate itself from products that are already on the market? By creating a totally novel, disruptive visual identity inspired by the modernism of post-war French graphic design. The bottle may be simple, its lines almost brutalist, but there are a welter of small details: a personal hallmark, hammered gold ore dust on the packaging, and the use of French emblems such as the cockerel and the colour blue as subtle references. Result: a perfume designed like a rare object, somewhere between luxury, history and contemporary art. A combination that’s equally aesthetic and impertinent.

SCOPE: VISUAL IDENTITY – PACKAGING IDENTITY – PACKAGING DESIGN

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