L’Atelier Shelter Grooming

Design: Appartement 103
Location: France
Project Type: Produced
Client: L’Atelier Shelter
Product Launch Location: Global

Conceptualized in 2019 by Antoine Rouvroy, L’Atelier Shelter is a new start-up brand challenging the world of cosmetics, 100% dedicated to men and their beard, skin & Grooming routines.

Antoine decided to take the matter into his own hands to craft the perfect product range, supported by his vast experience in distributing Grooming products, combined with the lack of options perceived by him in the market.

The brand is strongly committed to offering the best that mother nature has to offer to men, with no compromise on quality and heavy sustainable commitment. The “made in France” is also placed at the core of the brand conception, using French suppliers that joined forces to create the brand (laboratory, packaging suppliers, production line, design agency, etc).

By building the brand foundation through the storytelling and brand platform, Appartement 103 had the challenge to imagine alongside its founder, a grooming brand ready to challenge the category establishment linked with craftsmanship cues. L’Atelier Shelter becomes the first free-spirited grooming brand, which conveys an unchartered, mysterious and creative mindset, boasted by a modern look.

Entirely natural and vegan, the brand consists of an extensive range of products across different collections such as shaving gels, face and beard moisturizers, beard foam washes, beard cleanser, and oils, shampoos, etc.

Pushing the sustainability brand commitment, we ensured that the packaging life cycle was as sustainable as possible, using recycled cartons, unglued folded boxes, and glass bottles. Pushing further, we imagined a refill system using pouches to re-use the bottles and avoid unnecessary waste as part of the concept and brand proposition.

Appartement 103 focused on a simplified but powerful visual brand identity.

As a new world to enter, the L’Atelier Shelter icon is the mysterious symbol of the tribe’s membership. The full matt black identity subtly revealed through varnish stampings holds a particular mystery surrounding the brand, attracting consumers to unleash their curiosity and discover the beautiful world of L’Atelier Shelter through hidden illustrations and messages.

“We were looking for an agency capable of disrupting the market codes in which we’ve been operating, with the ultimate objective to reinvent the Grooming experience. This gamble has largely been won by the entire Appartement 103 team, combining high standards with a modern and trendy brand vision. “