Franck Basset at the Pentawards Festival x Paris Packaging Week
Creative Director and CEO of global design agency Carré Basset, Franck Basset, will join the line-up for the Pentawards Festival on 5–6 February, taking the stage alongside French master of scent, Kilian Hennessy
Creative Director and CEO of global design agency Carré Basset, Franck Basset, will join the line-up for the Pentawards Festival, taking the stage alongside French master of scent, Kilian Hennessy. Taking place on 5-6 February at Paris Packaging Week, the Festival will dive into the theme ‘Fuelled by Ideas’. Register and join us for free here .
About Franck Basset
It was at the ‘École Supérieure de Design Industriel’ (ESDI), after studying engineering at ‘École Centrale Paris’, that Franck Basset met Guillaume Carré. Three years later, in 1995, they founded Carré Basset.
As Creative Directors and CEOs, Franck Basset and Guillaume Carré envisioned a specialized creative partner, supported by a team of strategic thinkers, convinced that while ugliness doesn’t sell, beauty doesn’t necessarily sell either, and that an agency should have convictions, yet remain humble and attentive.
About Carré Basset
Initially a graphic design studio working for Libération, Alcatel, Sanofi, and Mercedes, the agency took a decisive turn in 1998 when it created the new visual identity for Van Cleef & Arpels, a true founding act that marked Carré Basset’s positioning in service of luxury brands. This was followed by new identities for Boucheron, Piaget, Perrier-Jouët, among others.
In the early 2000s, after redesigning the complete Lancôme skincare and makeup packaging range , including its iconic rose , as well as the entire Clarins line, Carré Basset designed its first fragrance bottles for Issey Miyake (Pleats Please), Jean Paul Gaultier (Fleur du Mâle), Narciso Rodriguez, Fendi, and Armani (Armani Code collection).
From a studio, Carré Basset evolved into a global design agency, structured around three core disciplines: branding, packaging, and retail.
HENNESSY x NBA
In 2010, with a team of 25 talents, the agency revamped Moët & Chandon’s identity, and in the years that followed, designed the bottle range for Dom Pérignon and Charles Heidsieck, reimagined the Hédiard packaging system, designed and implemented Valrhona’s BtoC boutiques, and created all of Perrier-Jouët’s limited editions. Prestigious clients such as Hôtel de Crillon, Eden Roc, Fouquet’s, Caudalie, Nuxe, and Camel soon followed. Around the same time, Carré Basset began a partnership with Interparfums, working on the Lanvin, Van Cleef, Boucheron, and Karl Lagerfeld franchises , a collaboration that continues today.
But above all, in 2008, a secret four-handed collaboration began with Kilian, following a meeting around the Armani fragrances.
For 17 years now, the brand has been part of the agency’s daily life, from L’Œuvre Noire to the Liquors Collection, the Home Line, skincare, Murano decanters, and more. Beyond a collaboration, it is a continuous creative dialogue that has developed between Kilian and Carré Basset .
In 2015, the agency opened an office in Shanghai, connecting with local luxury brands such as Cho Tai Fook, Xiao Xan Dun, and Woo, while also adapting its clients’ discourse for Asian markets, including Audemars Piguet, Vacheron Constantin, and Hennessy. New luxury partners soon joined: La Maison du Chocolat, De Neuville, Hennessy, the Accor Group, and Royal Champagne. Carré Basset continued its international expansion, collaborating with Casa Dragones, OPI, Liberty, Firmenich, Coty, Mane, Marc Jacobs, Chandon, Ovid, Jurlique, The Dalmore, and many others, leveraging its deep expertise in luxury and understanding of local markets.
The agency has been Ecovadis Gold-certified for six years, integrating eco-conscious design principles into every project. AI is now part of its creative and strategic processes, a way to go faster, further, and smarter. In recent years, as brands and their audiences have evolved, luxury has become more intangible, giving greater value to meaning. More than ever, design is about meaning, beyond appearance.
Today, Franck Basset and Guillaume Carré rely on expert Creative Directors in Branding, Packaging, Retail, Digital, and Brand Content, continuing to believe in an enlightened vision of luxury , one that shows the way forward.