1664 – A very french beer

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Design: Delatour Design Paris / Fred&Farid
Location: France
Project Type: Concept
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing

Unpublished projects are often the most satisfying ones. Even if in the end not chosen by the client, they are generally bolder and out of the box than the final ones. I remember designing this one when I was just an intern at Fred&Farid Paris (in this time FFL). 1664, a brand of Kronenbourg group needed a fresh design for its beer: a design “à la française” for a beer “à la française”. We all worked like crazy to find new shapes, new branding possibilities for a bottle design that would be later followed by an advertising campaign. I came up with this UFO, very modern, with a white coat enveloping it, a reminder of the foam. The red dot, taken from the ribbon of the old 1664 branding (a must add in the new design project), symbolizing the “fly”: this fake beauty spot that the ladies of the court of Versailles were wearing so proudly on their faces 400 years ago.

I remember Feng Huang, who was in charge of the studio, worked as well on the font and found out the idea of the superposition of the 16 and 64 (which is more than half the success of this design if you want my opinion).
And there you go! A french 1664 lady! So? Too modern is it? – Jimmy Delatour, founder of Delatour Design Paris / designer & creative director.