LE JARDIN RETROUVÉ — REBRANDING PROJECT
project overview
THE REBRANDING OF LE JARDIN RETROUVÉ WAS DRIVEN BY A SIMPLE BUT URGENT NEED: IN A FRAGRANCE LANDSCAPE DOMINATED BY POLISHED CORPORATE LUXURY, NICHE PERFUMERY CAN SURVIVE ONLY BY BEING UNMISTAKABLY ITSELF. WHILE MAJOR LUXURY GROUPS LEAN TOWARD UNIFORMITY — CLEAN LINES, PREDICTABLE PALETTES, INDUSTRIAL MINIMALISM — AN INDEPENDENT HOUSE LIVES OR DIES BY ITS INDIVIDUALITY, ITS AUTHORSHIP, ITS HANDCRAFTED WORLD. OUR GOAL WAS TO REFRESH LJR WITHOUT ERASING ITS SOUL: TO PROTECT ITS ARTISTIC, INTIMATE DNA WHILE GIVING IT A STRONGER, BRIGHTER CONTEMPORARY PRESENCE. THE RESULT IS A RENEWED IDENTITY BUILT AROUND AN IMAGINARY GARDEN — EMOTIONAL, COLORFUL, HAND-MADE AND PROUDLY DIFFERENT FROM ANYTHING IN MAINSTREAM LUXURY.
Concept & Execution
THE GUIDING CONCEPT WAS TO CREATE A VISUAL UNIVERSE THAT FEELS LIKE ENTERING A GARDEN OF THE IMAGINATION: A PLACE WHERE FLOWERS GROW LARGER THAN PEOPLE, COLORS SHIFT WITH EMOTION, AND ILLUSTRATIONS ACT AS PORTALS TO A POETIC INNER WORLD.
WE KEPT THE BRAND’S BELOVED HAND-DRAWN FLOWERS AND SCALE-PLAY, BUT EXPANDED THEM INTO A MORE EXPRESSIVE, MOOD-BOOSTING SYSTEM: COLORS BECAME STRONGER AND MORE EMOTIONAL, SHAPED BY THE NEW MOODBOOSTER STRATEGY, FLOWERS GREW INTO THE IDEA OF A WALKABLE, LIVING GARDEN, THE LOGO EVOLVED INTO AN ARCHED GATEWAY, A SYMBOLIC ENTRANCE INTO THE BRAND’S UNIVERSE, THE PERFUME BOTTLE ADOPTED THE SAME ARCH SHAPE, TURNING THE CONCEPT INTO PHYSICAL FORM, BAKELITE CAPS BECAME ECO-SYMBOLS, NOW INTEGRATED CHROMATICALLY INTO THE GARDEN PALETTE
THE EXECUTION SPANNED THE FULL REDESIGN OF THE BRAND’S VISUAL LANGUAGE. DEVELOPMENT OF A NEW COLOR SYSTEM ALIGNED WITH MOODBOOSTERS REQUIRED ALSO AN EXPANSION OF THE ILLUSTRATION UNIVERSE (FLOWERS, CHARACTERS, SURREAL SCALE-PLAY) TO UNIFY EACH PRODUCT. BRANDBOOK WAS CREATED WITH RULES FOR TYPOGRAPHY, LAYOUT, NARRATIVE AND IMAGE BEHAVIOR FOR WEB AND OUTSIDE REAL WORLD. THE WORK WAS CARRIED OUT COLLABORATIVELY WITH CLARA FEDER AND MICHEL GUTSATZ (OWNERS) AND THE CREATIVE TEAM TO ENSURE CONSISTENCY AND EMOTIONAL CLARITY.
Conclusion
THE NEW IDENTITY TRANSFORMED LE JARDIN RETROUVÉ INTO A STRONGER, CLEARER, MORE EMOTIONALLY RESONANT BRAND — ONE CAPABLE OF STANDING OUT IN A MARKET INCREASINGLY SATURATED BY CORPORATE SAMENESS.
THE RENEWED GARDEN UNIVERSE BROUGHT NEW ENERGY TO THE MAISON: MORE COLOR, MORE SCALE, MORE EMOTION, MORE POETRY. THE REBRANDING PRESERVED THE ARTISANAL WARMTH OF THE ORIGINAL IDENTITY WHILE GIVING IT MODERN STRUCTURE AND VISUAL POWER. IN A WORLD WHERE LUXURY OFTEN LOOKS INTERCHANGEABLE, LJR NOW SPEAKS IN A VOICE THAT CANNOT BE MISTAKEN FOR ANYONE ELSE’S.
VIEW NEXT PROJECT
LE JARDIN RETROUVÉ — THE PERFUME FOREST INSTALLATION, SHANGHAI
An immersive exhibition that unfolded like a scent-game: my hand-drawn characters reached out to visitors, guiding them through each perfume — every fragrance ready to be explored through glass diffusers resting on acrylic pedestals, merging art, interaction and commerce into one world.
