The famous Domaine Coquerel, a major Calvados distillery located in Normandy, asked Studio Boam to design their latest flagship product, a gin aimed exclusively at the American market. The region's apples and pears form the aromatic base for this 42.3° distilled gin.
The idea behind the concept proposed by Studio Boam is inspired by a large surrealist fresco from the second half of the 19th century. Also evoked is the baroque atmosphere of the Moulin Rouge, as painted by the artist Toulouse Lautrec. Overall, we wished to create large collage inspired by the exuberant folly of the Roaring Twenties and the cabarets of Josephine Baker.
Indeed, like a play with its courtyard and garden sets, the handmade label presents the successive scenes of a theatrical stage production. The assemblage of drawn objects reveals a dreamlike and whimsical graphic universe full of knowing references.
Witnessing this visual cacophony, the spectator’s eye wanders among the ruins of a paradise lost breaking through the front of the stage. For example, we added a zeppelin bearing the brand’s flag, a magic fountain and Mont-Saint-Michel in the background.
It is this French-style festivity, a playful invitation to share, that gives this bottle the visual boldness that will be communicated to the future consumer, but above all a first direct link with the content that is both astonishing and disconcerting. The typography is tailor-made, and the decor is drawn by hand then colored, with a collage composition of each of the theater-like props. All these were printed in series. Work was also undertaken on the collar and its monogram.