An Eco-Friendly Prestige Brand

As Caudalie continued to successfully expand into additional markets – France, the U.S. and Asia – and with introductions of new products within their portfolio, the brand needed to define an overarching brand identity and system that could work across their various tiers of products. Additionally, the new identity needed to adapt across retail environments without losing the clarity of information or premium appeal. 


forceMAJEURE uplifted the existing Caudalie packaging while making it a key point to re-draw and optimize the iconic grape illustration to feel more precise and organic. The packaging overhaul delivered a strong portfolio architecture that provided a cohesive brand look and feel, easy navigation, clear segmentation, and instant product recognition while being sure to highlight the unique expertise of science and nature-driven ingredients that the brand was founded on. The new look and feel bridges the realms of science, nature, and luxury beauty while encapsulating the brands authority, quality and expertise in the skincare field.

Visual Strategy, Repositioning, Packaging Design (Graphics), Illustration, Portfolio Architecture, Merchandizing, Activation