French cosmetics l'Espirit Belle

We developed a premium identity that is easy to reproduce on one product type or a hundred. We distilled the brand’s strengths and values into a minimalist symbol — a flower, or an asterisk. It evokes naturalness, the reed sticks of home fragrances and a candle flame. This is how we captured the French charm and elegance inherent to the brand.

After the identity work, L'Espirit began entering new markets, including China. There the brand ran into local customs and traditions: the identity’s main colours, white and black, are not associated with anything positive or festive. Many brands, including Gucci, YSL and Loewe, completely transform themselves for the Asian market. We solved this by adapting the colours so they also reflect the scents of different fragrances — while keeping the same idea and the same style as the main identity.