• Culture & packaging
  • Textone Gauthier Paints
  • Philips Satinelle
  • Philips Satinelle
  • Philips Ladyshave

Culture & packaging

An industrial product alone, irrespective of how beautiful its design is, of how successful its concept is, is nothing today without its inseparable foil: that which surrounds and precedes it: the pack… A product’s packaging is today its first enhanced value, its case, which appeals to the eye, seduces, makes one buy the product before any other particular interest, which pre-sells it and makes a potential buyer notice it. Imported undoubtedly directly from Japan where packaging has become a master in the art of protecting, drawing attention to and enhancing through a highly-qualitative message, the influence and attention which is now given to packaging has taken an unexpected turn to such an extent that packaging design is now of essential importance. Packaging must immediately convey the identity and positioning of the product, its values, and its advantages for consumers while at the same time complying with the overall identity and corporate brand image… It must also different itself, break with the established codes of the product world, stand out, be seen and make the consumer want to hold it. A challenge that A3DC likes to meet in addition to its colour studies which focus on attractiveness and visibility.

1. Ô by Lancôme for Men

The exotic scent of this fragrance for men which was created by Lancôme comes, among others, from the bamboo used in perfumery. Combining scent and colour to the olfactory raw material, A3DC used the explicit reference to the colour of bamboo trunks, this greyish green with a slightly bluish tint of the bamboo forests of Asia, and applied it to the packaging which as it turned out was quite unheard of in the world of men’s fragrances. The glass bottle uses a frosted version of the absinth green of the cane which is warmed by copper orange branding. The originality of the colour is that it is applied on a striped, fibrous, cardboard packaging which represents the wood-like aspect of a fresh bamboo cane. This formidable, innovative and noteworthy solution, which was recommended as early as 1995, marked the beginnings of the use of a plant resource with unlimited capacities…

2. Hermès perfumes

Following on from the work on the colouring of the fragrance and 24, Faubourg pack, attention was paid to optimising and harmonising the range of colours of the Hermès perfume boxes. After it was asked to work on the quality of the colours, A3DC designed an exquisite series of the various colours of the brand’s packs based on the consistency of the colours in the range itself – between yellow, Hermès orange and Hermès red. This concerned Calèche, 24 Faubourg, Eau d’Hermès, Eau d’Orange verte, Rouge Hermès and Amazone.

3. Gauthier Paints

An innovative and youthful project for graphic designs on Textone paint pots, which at the same time, enabled A3DC to create surprising facings quite simply by giving geometric bends to the curves so that they combined to create a variety of patterns and shapes. Yellow was used here to draw attention as a visual colour that appealed to consumers. This graphical identity of Sigma Coatings-Peintures Gauthier, which included a study of the packaging of the Textone range, dates back to the 70s. It is the inspiration for a new generation of graphic designers who are on the lookout for new ideas…

4. Philips International

The creation of the Philips Satinelle Beauté and Ladyshave female razors and epilators for international markets was carried out within the framework of the creation studies and concepts of coloured products. As the body care appliances used creative colours that had never been seen in a world which is nevertheless close to cosmetics, the work was awarded a Janus de l’Industrie by the French Design Institute, which is sponsored by the Employment Ministry.

5. Lancôme perfumes

If the three leading Lancôme fragrances have the scent we know and are clearly identified for their olfactory qualities, they had no colour. A3DC designed the characteristic colours of Ô by Lancôme, Trésor and Poème, by giving each one of them their own colour scheme which correspond to the recollection of their fragrance. These fields of colour were developed as a stand concept and department store’s perfume counter to be displayed on the shelves. They are adapted for special Mother’s Day boxes and advertising, signage, gift pack designs, wrapping paper and the layout of the shelves…

6. Porthault candles

Porthault, which benefited from the advanced technology of Bérins in soft wax used in the perfume and cosmetics industry, decided to market a range of ambiance candles. Once the range of colours had been created in line with the palette of 6 interior fragrances, A3DC created the packaging for the luxury scented candles. As each box had to convey an olfactory impression using a limited range of 5 direct printing colours, the colours were used in combinations to create six packs with an identical graphic design but different impressions. One of its more successful exercises in style…

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