Built through iconic women like Catherine Deneuve and Isabelle Adjani, the Annick Goutal brand universe was resolutely feminine. However, in the perspective of the launch of mixed and men’s ranges, especially for its famous perfume "L’Eau d’Adrien" created in 1981, the brand wanted to change its image.
The revival of a legendary feminine brand
In order to open more of its universe to men the brand chose to change its name to Goutal. In this context, BETC Design has created a new territory of expression dubbed "The House Goutal", conceived as an authentic place where expresses the passion and daring that characterizes it.
The agency has continued the transformation of the brand by reinterpreting the historical codes that have made its reputation, such as the golden elements used for the caps, or the godrons that have been preserved but modernized, with more irregular shapes, thus removing the draped effect of the past.
New packaging
The new caps retain a dense form thus echoing the brand’s historic codes which differed by their bold shapes. The agency brought them a new pleated look and changed the gilding to a whiter and more discreet tone.
The new packs are offered in sheaths with a white box cut in the center that shows through a window the interior where the perfume is. The illustration is taken again and comes to dress the pack, and is voluntarily colored. Finally, the illustration continues inside the pack that invites you to walk inside it.
Hommes, femmes et un nouveau logotype
For the men’s range man, the agency has selected of metallic grey and silver colours. For women, white and walleye were chosen.
The new logotype keeps the spirit of the previous lettering, while bringing it more weight and a new black colour. The inked illustration is signed by illustration studio the Broll and Prascida.
The brand’s name is replaced at the top of the packs to highlight it.
The women’s perfumes are recognizable with the use of walleye on the pack and the eau de toilette stands out with a pink window more pastel than that of the perfume. The walleye was removed from the packs for men, the differentiation being done through the coulour.
“Annick Goutal has opened a path, as one of the pioneers of niche perfumery. For us, it was a matter of strategic and creative branding, iin a historical dimension, building on the foundations established over the last thirty years and at the same time projecting the brand into a modern world. Bottles and secondary packs have been essentialized, modernized and ennobled simultaneously, and the name was abbreviated, and the logotype and heraldry iconized,” highlighted Christophe Pradère, CEO and founder of BETC Design.
