Agency: Appartement 103 - Brand Design Specialists
Project Type: Produced, Commercial Work
Client: Yvest St Laurent
Location: Paris, France
The end of year festivity is a great opportunity for brands to gain visibility, attract new consumers and boost sales.
Therefore, in order to stand out from the crowd during an extremely competitive period, Yves Saint Laurent approached us to create their latest Christmas gift box edition, an offer that would highlight the brand’s modern rock spirit with a festive, yet glamorous, look and feel.
“Our main task was to create an eye catching and modern offer, easily adaptable to every brand product and categories, boasting coherence, consistency and shelf impact across different points of sale” – says Julien Zylbermann, Appartement 103’s Creative Director
Appartement 103’s creative team went deep into the Haute Couture codes to capture YSL’s brand essence, developing a clean design with playful use of textures, making the tactile experience the forefront of the presentation. Inspired by Yves Saint Laurent’s early days and his signature creation with the bow-tie, we reinterpreted and revamped the concept in this special edition in order to add a final touch of elegance to the wrapping and gifting experience, while making a tribute to its founder.
The clear structure of the box highlights the Black Opium glittery texture as well as the Opium vibrant glossy red. As an invitation to immerse consumers into celebrating a glamorous Christmas, the gift boxes are signed with the iconic embossed metallic Cassandre.
On the other hand, the male product is accentuated with a mat black effect on the slightly embossed diamond-like pattern, while the leather ribbon was given a more masculine appearance by replacing the bow with a metal piece, resembling the iconic La Nuit de l’Homme perfume’s bottle cap.
More than creating an impactful offer, Appartement 103 wanted to offer the consumer with a desirable experience by capturing the art of gifting from YSL.