Caran d'Ache
Challenge
The Geneva-based Maison de Haute Ecriture has decided to completely overhaul its range of colours and inkwells.
To do this, they asked me to think of a name for their range, 12 names for the colours and their history, and then to design a new packaging.
Here is the chosen story and design.
The range
After much careful consideration, I suggested the iconic swiss brand to call its range Chromatics, and to support this name with the signature Inkredible colors.
The combination perfectly expressed what Caran d'Ache had been working on, the depth of its colours, the quality of the inks...
Birth of the Chromatics range.
The inkwell
With the help of a packaging specialist, we suggested that the brand opt for hexagonal packaging, as a reminder of the chromatic prism.
The bottle, in addition to being hexagonal, will be bevelled to allow users to suck the ink from the bottom to the last drop, thanks to its inclination.
The packaging received an Oscar for packaging this year.
Shades' harmony
I created the 12 colour names with the desire to reflect the intensity and characteristics of each shade with emotion as fully as possible.
Electric orange, vibrant green, hypnotic turquoise... Beyond their names, I also sought to demonstrate the versatility of the range and harmony of colours between them, with consistency in the names.
Copywriting
Finally, I finished my work with a storytelling for the range and each colour, to be found inside a booklet suggested with the inkwells.
