Responses by Stranger & Stranger.
Background: Our challenge with designing the brand and packaging for spirit brand Lutèce Apéritif was to update and export the French aperitif culture for a new generation of consumers. The brand has truly authentic Parisian origins and local catchet and follows popular food and drink industry trends, such as local and organic sourcing, local and organic production processes, and a desire by consumers for low-alcohol alternatives to primary spirit categories. Our aim was to reflect the brand values while appealing to these consumers.
Design thinking: The packaging needed to connote the aperitif category and have global appeal, complete with modern aperitifs as well as the wider category while considering the environmental impacts of packaging. We wanted to keep a feeling of purity in the label and bottle structure through a monotone, screen-printed aesthetic and embossed, recycled glass. As the packaging holds a high-quality, organic liquid, it should reflect the brand values and efforts to be more sustainable through the use of a 100-percent post-consumer recycled glass, aluminum capsule and shipper box. For the Francophiles out there, the colors are, of course, a subtle nod to Lutèce’s country of origin.
Challenges: To ensure the right mix of modernity, French appeal and category cues, we had a balancing act to get just right. We also wanted the glass to reflect the sustainability angle, so as well as the bottle being made of recycled glass, we also sculpted the embossed typography to give an uneven, organic feel.
Visual influences: The vibrant and iconic aesthetic of French bistros with a bold, funky and contemporary approach in homage to that timeless French elegance and irreverent attitude.
Specific project demands: Lutèce’s founder is incredibly passionate about his brand and its values. Consequently, he worked closely with us on all stages of the project, putting his full trust in us and making our creative process easier.
Favorite details: The glass itself and the sustainability of the overall packaging, not just reflecting the brand values but being the purest expression of authenticity and uniqueness.
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