New+Packaging+Design

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NEW

PACK

AG

ING

DESIGN

NEW

PACK

AG

ING

DESIGN

Liaoning technology and science

publishing house

Liaoning

technology

and science

publishing

house

Grégoire Noyelle

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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

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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.

PREFACE - FRENCH STYLE DESIGN

by Gérard Caron

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The situation is quite different when it comes to the world of food products,

cuisine, cleaning products and health. These are the sectors in which

cultural particularities are strong: the cooking trends in china, the United

states or in Europe are considerably different. This can prove to be true

between the different nations of a single region, as is the case between the

European countries… and it comes down in favour of the emergence of

national styles of design.

i would add to this consideration that, as what goes around comes around,

globalisation has given rise to the emergence of numerous local brands

and products of which the principal attraction is precisely not being found

all over the world!

can one then speak of a national style in the field of packaging? Yes, for

several reasons.

My travels have taught me to observe that the field of design that most

follows consumer trends and social behaviour is, far and away, packaging

design. it must be said that in advanced countries the rate of renewing

packaging today is every few months to one year, while it was every two or

three years in the 1990s!

To come to the subject of this book, one can assert that French packaging

corresponds to the lifestyles, hopes and dreams of the French. From there

to defining the French touch is just a step…

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Unless one could speak of a European touch? But i don’t think so. The

lifestyle in Finland, for example, is a far cry from that of greece or Portugal.

Even the teaching of the arts and design in these countries, although it is

tending to be more standardised thanks to the recognition of diplomas

across Europe, is none the less still freed from this by the teachers of the

different nations! cultural references, the historical environment, vocabulary

are some of the factors that, at the end of the day, produce creations that

are Finnish, greek or Portuguese.

French design agencies do not escape from this phenomenon. Having

directed agencies in France, italy, Belgium and England, i’ve been able

to observe creative approaches linked to national behaviour. The French

agencies are characterised primarily by their organisation. The market

leaders wield a lot of power: their staff range from 100 to 200, which is

rare elsewhere. They generally offer a large palette of services under one

roof: architecture, brand identity, packaging, publishing, web design

and product design, as opposed to their anglo-saxon sisters, which are

organised around a speciality.

This cross-disciplinary approach to creation gives French designers a

global vision, a kind of maturity, in the creation of packaging; but also in

"branding", that is to say of the brand in its functions aside from those of

packaging: promotion, derivative products, communication, etc. This can

go as far as the shop front of the sales point or concessions. Here is another

key for understanding French packaging design…

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France being one of the rare countries of the world where the notion of

taste is a veritable culture, food packaging is a rich and particularly creative

example. Here the designer will always find the best angle, the accessory,

the colour that will make the product stand out the best. attractiveness

forms part of it, of course, as with the work of designers in other countries,

but there will also be a "little bit extra" thanks to the incredible French

gastronomic culture… another important key for understanding the

"French exception" in the field of packaging!

One important point remains to complete our explanation of the French

touch: taste, fashion and luxury products, with brands such as Louis

Vuitton, Dior, chanel, Dom Pérignon, Hennessy, etc. The inheritors of a

long tradition of master-craftsmen serving kings and emperors, French

designers, at least the most cultivated of them, have an inexhaustible

source of creativity and inspiration from which to create packaging with the

most luxurious codes in the world. Other countries also have a tradition of

prestigious craftsmanship, but few have been able to develop brands with

worldwide prestige, like French designers. Design must lean on historic

creative foundations to communicate authentic values to the consumer.

The French design agencies know how to use this unique resource.

i hope that reading this book will be the occasion to discover not only these

agencies, original creations and new ideas, but also a culture, thanks to

this new media, which expresses the lifestyle of a country far better than

economic statistics: packaging design.

Gérard Caron, who founded the carré Noir agency in 1973 with three friends, is one of the pioneers of

French design in the international sphere. Under his directorship until 1998, the agency opened offices in five countries and designed numerous packaging, visual identity/branding and store concepts. He also co-founded the Pan European Design association and Enseignes d’Or, is the author of several books published in France and Japan, and is a spokesman at international seminars and in the media. since 2004, caron Design Network has encouraged exchanges between Japanese companies and French design agencies. in parallel, gérard caron runs admirable Design, a website created in 2005, and is president of Pentawards, the annual awards for international packaging design.

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PERFUME

12 13 38 CHRISTMAS EVENT Guerlain 39 ELLE Paco Rabanne 40 AU MASCULIN Lolita Lempicka 41 BANDERAS SPIRIT Puig 42 MINIATURE EDITION Jean-Paul Gaultier 43 CONNECT Esprit 44 CHRISTMAS 2007 Jean-Paul Gaultier 45 BLOSSOM Espoir/Amore Pacific 46 POUR HOMME Espoir/Amore Pacific

47 DAVIDOFF COOL WATER WAVES

Coty 48 X’RAY EDITION Jean-Paul Gaultier 49 SWINGBLUE Espoir/Amore Pacific 50 APPARITION HOMME Emanuel Ungaro 51 ROSE DIVINE Isabel Derroisné 52 I’M GOING Puma 53 UNGARO Emanuel Ungaro

54 zEGNA & DUCATI

Ermenegildo Zegna/Ducati 55 INSOLENCE CHRISTMAS EVENT

Guerlain 56 F BY FERRAGAMO Salvatore Ferragamo 57 L’INSTANT MAGIC Guerlain 58 APPARITION Emanuel Ungaro 59 TROUBLE Boucheron 60 FUN BY ESPOIR Espoir/Amore Pacific 61 ROXY Interparfums 62 EAUX D’éTé Jean-Paul Gaultier 64 CASTELBAjAC Castelbajac 65 F-MAN Espoir/Amore Pacific 66 SUMMER 2007 Jean-Paul Gaultier

67 INSOLENCE LIMITED EDITION

Guerlain

68 MINIATURE VALENTIN’S DAY

Issey Miyake

69 LUz/PéNéLOPE CRUz

L’Oréal 70 GAULTIER²

Jean Paul Gaultier

80 ULTRAVIOLET Paco Rabanner 86 CHEz MOI L’Artisan Parfumeur 90 FRAGILE Jean-Paul Gaultier 96 TUMULTE

Christian Lacroix Parfums 104 KINGDOM

Alexander Mc Queen 110 z

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ALCOHOL

COSMETIC

120 DIVINORA

Guerlain

121 DIFFERENTLY NUTRI-DERMO SKIN

Lancaster 122 AqUASENSES Lancaster 123 ADN Yves Rocher 124 CAUDALIE Caudalie 125 FILORGA Filorga 126 CINq MÕNDES Cinq Mõndes 127 MéCHIER MAjIREL L’Oréal 128 FINE-FIT Kao 129 EAU D'ESPOIR Espoir/Amore Pacific 130 GEMOLOGY Gemology 131 DIVINE BRONzE Lancaster 132 CLé DES CHAMPS Clé des Champs 134 PRECIOUS SUN Lancaster 135 VIRGINALE Virginale 136 LANEIGE Laneige 137 DR PIERRE RICAUD

Dr Pierre Ricaud/Yves Rocher 138 NICKEL COLLECTION Nickel 140 TERRACOTTA Guerlain 141 RITUALS Unilever

142 EVIAN BRUMI LIMITED EDITION

Evian/Danone Waters 143 jATAMANSI L’Artisan Parfumeur 144 SEGRETA Kao 145 SéRUM VéGéTAL Yves Rocher

146 THE SERVICE STATION

Nickel/Sephora 147 INOSITOL

Yves Rocher 148 SMALL IS BEAUTIFUL

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ALCOHOL

COSMETIC

14 15 158 ACCENT Château Caillevet 160 LUCAS CARTON Listel/Val d’Orbieu

161 GASPARD, MELCHIOR, BALTHAzAR

Kursner 162 WINE

St Gobain Emballage 163 LES PETITES RéCOLTES

Nicolas 164 WILD PIG Gabriel Meffre 165 CéPAGES Listel 166 DUNOYER DE SéGONzAC

Philippe Dunoyer de Ségonzac 167 PAGO LA MORAVIA

Ribera Del Duraton 168 AOC RANGE

Nicolas 169 CALéIS

Fiée des Lois 170 CHâTEAU DE BY Greysac 171 KERALA Daedalus 172 V3+ Direct Wines

173 CHâTEAU FRANC MAYNE

Château Franc Mayne 174 PéTILLANTS Listel 175 LEFFE EVENT L’Abbaye de Leffe 176 GRANDE TRADITION Jaillance 177 NICOLAS FEUILLATE Nicolas Feuillate

178 COFFRET CHARLES HEIDSIECK

Charles Heidsieck 179 CLICqUOT ICE jACKET

Veuve Clicquot Ponsardin 180 CHAMPAGNES EVENT

Nicolas Feuillate

182 CLICqUOT ACCESSORIES

Veuve Clicquot Ponsardin 183 CHAMPAGNE KRUG

Champagne Krug

184 BRANDING MOëT & CHANDON

Moët & Chandon 186 TRIOMPHE COGNAC

Hine

187 COGNAC XO

Courvoisier 188 NAVAN

Grand Marnier Lapostole 189 COFFRET DELAMAIN Delamain 190 BALLANTINE’S EVENT Ballantine’s 191 LOCK BOX Hennessy 192 DAVIDOFF COGNAC Hennessy 193 MARTELL XO Pernod Ricard 194 CAMUS COGNAC Camus 196 qUEST COGNAC Unicognac 197 DELAMAIN’S TRAVEL Delamain 198 HéRITIERS Rhum Clément 199 RéMY SPACE Rémy Martin

200 CANISTER GLEN TURNER

Glen Turner 201 RICARD

Pernod Ricard 202 MINI MARTINI

Martini

204 RHUMS CLéMENT AROMATISéS

Rhums Cléments 205 RUM ANGOSTURA Dugas 206 SUzE Pernod Ricard 207 CHERRY O Cherry Rocher

208 HOT CONNEXION BOISSET

L’Héritier Guyot 209 LIqUEURS L’Héritier Guyot 210 G.H.MUMM G.H.Mumm 218 RUINART EVENTS Ruinart

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SOFT DRINK

FOOD

228 CONTREX Nestlé Waters 229 SAINT ANTONIN Saint Antonin 230 VITTEL Nestlé Waters

232 BADOIT CHRISTMAS EVENT

Danone Waters 233 BADOIT 2006 Danone Waters 234 LA MINI BY TAILLEFINE Danone Waters 236 BADOIT PACK Danone Waters 237 LA SALVETAT AROMATISéE Danone Waters 238 BADOIT RANGE Danone Waters

240 GINI LEMON & PASSION

Origina Schweppes 241 LINEA Lipton 242 SMART Agrokor 243 TEISSEIRE SYRUP Teisseire 244 TEISSEIRE BARMAN Teisseire 246 READY TO DRINK Teisseire 247 YOP Yoplait 248 PERRIER Nestlé Waters

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SOFT DRINK

FOOD

PRODUCT

16 17 256 SèVE Sève 258 VALRHONA CONCEPTS Valrhona 259 VALRHONA CLASSIC Valrhona 260 BRANDING LENôTRE Lenôtre 262 TURRóN Lacasa 263 COVER CHOCOLATE Cacao Barry 264 LA CABANE à FRUITS La Cabane à Fruits 266 à L’HEURE DE Picard 267 BERNARD LOISEAU Agis 268 CARAPELLI EVENT Carapelli 269 VINEGAR Maille 270 CHAMPION COLLECTION Champion/Carrefour 272 LE COCKTAIL Valcrest

273 MARIE READY MEAL

Marie 274 FROMAGES CHALAIS Valcrest 276 CONGUITOS Lacasa 286 RIPOLIN 500 Ripolin 287 NATURêVA Tollens 288 V33 V33 290 R.A.G BOX R.A.G Lingerie 291 VI’N&KO CAFé BOX

Vi’n et Ko café

292 MAGNUM PHOTOS EVENT

Magnum Photos 294 SENS BOX Sens SA 295 FIFI AWARD Frangrance Foundation 296 CAMELEO Psa/Peugeot

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Perfume

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

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Perfume

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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.

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IssIma Happylogy

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Guerlain

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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.

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IssIma HaPPylogy

s

Escada

Guerlain

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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.

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Del mar PrestIge

eau De mInuIt

Lolita Lempicka

Badelssarini

Baldessarini

Baldelssarini

Badelssarini

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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.

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Del mar PrestIge

eau De mInuIt

Lolita Lempicka

Badelssarini

Baldessarini

Baldelssarini

Badelssarini

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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

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tenDer toucH

BaBy toucH

Burberry

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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!

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tenDer toucH

BaBy toucH

Burberry

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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!

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elegance

l

Lacoste

Lolita Lempicka

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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.

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elegance

l

Lacoste

Lolita Lempicka

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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.

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essentIal

eau D’Issey Pour Homme

Issey Miyake

Lacoste

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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.

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essentIal

eau D’Issey Pour Homme

Issey Miyake

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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.

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Beso

esPoIr

Espoir

Agatha Ruiz de la Prada

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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.

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Beso

esPoIr

Espoir

Agatha Ruiz de la Prada

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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.

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Very IrresIstIBle

Incanto

Savatore Ferragamo

ragamo

Fer

Savatore Ferragamo

Givenchy

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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.

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Very IrresIstIBle

Incanto

Savatore Ferragamo

ragamo

Fer

Savatore Ferragamo

Givenchy

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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!

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Insolence

_Lacoste

Lacoste

InsPIratIon

Lacoste

Guerlain

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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.

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Insolence

_Lacoste

Lacoste

InsPIratIon

Lacoste

Guerlain

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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.

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cHrIstmas eVent

elle

Paco Rabanne

Guerlain

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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.

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cHrIstmas eVent

elle

Paco Rabanne

Guerlain

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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.

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BanDeras sPIrIt

au masculIn

Puig

Lolita Lempicka

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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.

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BanDeras sPIrIt

au masculIn

Puig

Lolita Lempicka

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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.

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connect

mInIature eDItIon

Esprit

Jean-Paul Gaultier

Jean Paul Gaultier

JeanPaul Gaultier

Jean-Paul Gaultier

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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

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connect

mInIature eDItIon

Esprit

Jean-Paul Gaultier

Jean Paul Gaultier

JeanPaul Gaultier

Jean-Paul Gaultier

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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.

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Blossom

cHrIstmas 2007

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

Espoir

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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.

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Blossom

cHrIstmas 2007

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

Espoir

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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.

(47)

DaVIDoff cool Water WaVes

Pour Homme

Coty

Espoir

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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

(48)

DaVIDoff cool Water WaVes

Pour Homme

Coty

46 47

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.

(49)

X’ray eDItIon

sWIngBlue

Espoir

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.

(50)

X’ray eDItIon

sWIngBlue

Espoir

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

48 49

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

(51)

aPParItIon Homme

rose DIVIne

Emanuel Ungaro

Emanuel

Ungaro

Isabel Derroisné

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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.

(52)

aPParItIon Homme

rose DIVIne

Emanuel Ungaro

Emanuel

Ungaro

Isabel Derroisné

50 51

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…

(53)

Jean Paul gaultIer

I’m goIng

ungaro

Puma

Emanuel Ungaro

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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".

(54)

Jean Paul gaultIer

I’m goIng

ungaro

Puma

Emanuel Ungaro

52 53

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.

(55)

Zegna & DucatI

Insolence cHrIstmas eVent

Ermenegildo Zegna

Guerlain

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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.

(56)

Zegna & DucatI

Insolence cHrIstmas eVent

Ermenegildo Zegna

Guerlain

54 55

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.

(57)

l’Instant magIc

f By ferragamo

_Guerlain

Guerlain

_Guerlain

Guerlain

Salvatore Ferragamo

Savatore Ferragamo

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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.

(58)

l’Instant magIc

f By ferragamo

Guerlain

_Guerlain

Guerlain

Salvatore Ferragamo

Savatore Ferragamo

56 57

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.

(59)

trouBle

aPParItIon

Boucheron

Emanuel Ungaro

Emanuel

Ungaro

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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.

(60)

trouBle

aPParItIon

Boucheron

Emanuel Ungaro

Emanuel

Ungaro

58 59

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.

(61)

roXy

fun By esPoIr

Interparfums

Espoir

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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.

(62)

roXy

fun By esPoIr

Interparfums

Espoir

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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.

(63)

eauX D’été

Jean-Paul Gaultier

Jean Paul Gaultier

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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…

(64)

eauX D’été

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

62 63

(65)

Jean Paul gaultIer

castelBaJac

f-man

Castelbajac

Castel

bajac

Espoir

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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.

(66)

Jean Paul gaultIer

castelBaJac

f-man

Castelbajac

Castel

bajac

Espoir

64 65

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.

(67)

summer 2007

_Guerlain

Guerlain

Insolence lImIteD eDItIon

Guerlain

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.

(68)

summer 2007

_Guerlain

Guerlain

Insolence lImIteD eDItIon

Guerlain

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.

(69)

mInIature ValentIn’s Day

luZ/PénéloPe cruZ

Issey Miyake

Miyake

Issey

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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.

(70)

mInIature ValentIn’s Day

luZ/PénéloPe cruZ

Issey Miyake

Miyake

Issey

L’Oréal

6869

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.

(71)

gaultIer²

_{Jean Paul Gaultier}

Jean Paul Gaultier

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(73)

gaultIer²

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.

(74)

gaultIer²

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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(75)

gaultIer²

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.

(76)

gaultIer²

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

74 75

(77)

gaultIer²

Jean-Paul Gaultier

Jean Paul Gaultier

Jean-Paul Gaultier

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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.