Back Appartement 103 reinvents the male grooming experience
The French agency delivers a mysterious packaging design for new vegan cosmetics brand L’ Atelier Shelter’s.
L’ Atelier Shelter is a new start-up brand challenging the world of men’s cosmetics. Driven by a lack of sustainable options, Antoine Rouvroy set up the brand to produce a range of vegan alternatives for beard, skin and grooming products committed to offering the best that mother nature has to offer without compromise on quality.
The brand’s French origin also plays a core part in its operation, employing solely French suppliers; from production and packaging to design.
Appartement 103’s challenge was to create a modern visual identity that both supported the brand’s commitment to sustainability and at the same time stood out as a contender ready to challenge the luxury grooming category.
In order to stand out in a highly competitive market, Appartement 103 stripped back the design, opting for a matt black packaging, and created an air of mystery that sparks curiosity within the consumer. Hidden illustrations and brand propositions can be discovered through varnish stampings and the mix of textures provide depth and movement within the black coating.
To maintain sustainability, the packaging is made up of recycled cartons, unglued folded boxes and glass bottles. Appartement 103 also imagined a refill system using pouches to re-use the bottles and avoid unnecessary waste as part of the concept and brand proposition.
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