01 — THE BRIEF

Imagine the complete launch of a luxury fragrance house, from its story to the full brand experience.

La Maison Gabriel was first imagined as a concept in 2010 and completely re-envisioned in 2026 to explore what it could become today: a fragrance house where heritage, mystery and modernity meet.

For its first fragrance, Florimont, the brief went far beyond creating a visual identity. The objective was to develop the complete universe surrounding a premium product: positioning, brand storytelling, identity, fragrance, bottle, packaging, collector’s edition, retail experience, launch campaign, social media and digital experience.

OBJECTIVE
Create a credible, distinctive and immersive luxury brand capable of transforming a product into an experience.

EXPERTISE
Brand Strategy · Creative Direction · Visual Identity · Product Design · Packaging · Advertising Campaign · Social Media · Digital Experience · Brand Experience

02 — STRATEGY & CREATIVE DIRECTION

A story rediscovered

The world of Florimont begins with a fictional legend: while restoring an antique French dressing table, a concealed compartment reveals a forgotten wooden box. Inside are an aged fragrance bottle, letters, a feather, sprigs of lavender and personal objects whose meaning has been lost to time.

Rather than solving the mystery, La Maison Gabriel chooses to preserve it.

From this imagined discovery comes Florimont: an old fragrance reinterpreted for a contemporary woman.

POSITIONING
French niche fragrance · Contemporary luxury · Heritage reimagined

AUDIENCE
Women aged 25–55 looking for a distinctive, sophisticated and personal fragrance rather than one defined by trends.

PERSONALITY
Luminous · Mysterious · Elegant · Bold · Timeless

VISUAL DIRECTION
French Blue · Antique Lavender · Warm Ivory · Antique Silver · Amber Glass · Aged Wood · Antique Correspondence · Precious Textiles

03 — VISUAL IDENTITY

Creating a dialogue between history and the present.

La Maison Gabriel’s identity draws from French decorative traditions without attempting to reproduce a historical brand. The LMG monogram, fleur-de-lis and botanical details create a refined signature capable of moving from wax seal to bottle, jewellery to packaging.

The restrained palette moves away from traditional black-and-gold luxury codes in favour of French Blue, Antique Lavender, Warm Ivory and aged silver.

An idea born in 2010. Reimagined in 2026.

04 — PRODUCT & PACKAGING

Florimont — the garden above, the earth below.

Florimont was conceived as a floral-woody Eau de Parfum in which the luminosity of the garden gradually gives way to the depth of the earth.

Bergamot and bitter orange introduce the composition before revealing a heart led by white lily, accompanied by rose, lily of the valley, jasmine and ylang-ylang. Vetiver, sandalwood, patchouli, incense, resins and musk then carry the fragrance into its lingering base.

FLORI — the garden above.
MONT — the earth below.

The contemporary bottle reinterprets the spirit of the discovered artifact through amber glass, an irregular warm-ivory label, metallic silver cord, French Blue wax seal and engraved metal cap.

The discovered artifact → The fragrance reimagined

05 — L’ÉCRIN THE COLLECTOR’S EDITION

Fragrance is also worn close to the heart.

L’Écrin transforms Florimont into an object to keep.

Presented in an ivory-covered case lined in lavender-blue, it brings together the Florimont Eau de Parfum and an antique-silver locket containing solid fragrance.

The jewellery extends the fragrance ritual throughout the day: worn around the neck, opened and gently applied to the skin whenever desired.

An intimate object designed to let the fragrance travel with the woman who wears it.

06 — CAMPAIGN

Two complementary narratives were developed for the launch.

THE DISCOVERY
The dressing table. The concealed compartment. The box. The forgotten bottle. And finally, the rebirth of Florimont.

Hidden for centuries.
Revealed for her.

THE WOMAN
In the morning, she applies Florimont before leaving home. That evening, the fragrance remains with her through the solid-perfume locket.

Same woman. Same wardrobe. A day that evolves.

Fragrance is also worn close to the heart.

07 — SOCIAL MEDIA

Turning a product launch into a story.

The social strategy does not immediately reveal the product. Instead, the story unfolds gradually: restoration of the furniture, discovery of the hidden compartment, appearance of the artifact, Florimont reveal, fragrance universe, contemporary woman and final campaign.

Each post becomes a chapter rather than simply another advertisement.

08 — DIGITAL EXPERIENCE

Bringing the user inside the Maison.

The digital experience continues the dialogue between history and modernity. Immersive imagery carries the narrative while a restrained interface gives the product room to breathe.

Navigation clearly separates La Maison, Florimont, L’Écrin, the story and journal, while the product page combines fragrance discovery, storytelling and e-commerce in one cohesive desktop and mobile experience.

09 — RETAIL EXPERIENCE

From digital to counter.

Florimont’s universe extends into retail through an experience inspired by luxury fragrance counters: French Blue, ivory and silver displays, testers, editorial materials, packaging and a dedicated presentation of L’Écrin.

Every touchpoint carries the same visual language, creating an immediately recognizable experience.

Creative note
Selected visuals presented in this conceptual project were created using generative AI tools under the creative direction of Créations Anick Giroux.