Maison Aubert

Industry

Perfumery

Scope

Positioning and brand platform
Naming of the olfactive collections
Logotype and engraved monogram
Type system and palette
Packaging: bottle, case, labels
Brand guidelines and source files

1 · About the project

Maison Aubert has composed niche fragrance in the hinterland above Grasse for three generations. A handwritten formula book, four thousand bottles a year, and a craft that convinced anyone · provided they smelled the product first. Before that point, the brand said something else entirely: lavender, sun, dry stone, the visual vocabulary of two hundred other Provençal perfumers.

The gap was measurable. A €280 composition landed, in the buyer’s mind, on the same shelf as a souvenir soap. The engagement moved the house out of the regional register and into the place it actually works: the dispensary, the formula, the protocol.

2 · The process

Work started with an observation about vocabulary: everything the house said about itself belonged to landscape, never to the laboratory. The repositioning happened there, before the first mark was drawn.

Territory audit: mapping of twenty-two competing regional perfumers
Brand platform: the dispensary against the boutique, the formula against the souvenir
An identity system built on documentation · every bottle carries its abbreviated formula, maceration date and batch number
Didone logotype, level rule, flask monogram whose neck forms the crossbar of the A
Packaging: sandblasted glass, white screenprint, blind-embossed case, no gilding

3 · The moodboard

clinical · olfactive · stripped

Bodoni Moda · capitales, interlettrage large

Maison Aubert

Inter Light · mentions techniques

FORMULA 04 · MACERATION 12.11 · BATCH AB-0417 · Every bottle carries its record. Nothing here is decorative.

#F4F2ED · Calcaire

#DDE2DD · Verre dépoli

#8A9A92 · Gris eucalyptus

#1E3A32 · Vert officinal

#0E0E0C · Noir de laboratoire

Design note

Kilvern · Art direction

“The reflex, with a perfumer from the South, is to warm the palette. I did the opposite: cooled everything down and kept one green. What remains on the bottle is no longer an evocation of place but a record · formula, date, batch. The picturesque was the real competitor, not the other houses.”