The archetypal image of the Queen of France is reborn in the hands of Tempting Brands licensing company. Rebellious, gracious and seductive, Marie-Antoinette sets out to be the brand for women, with products ranging from clothing, to home decorations, accessories and cosmetics.
We designed the brand identity, the style guide and the booth for the Brand Licencing Europe convention. The style guide would present the brand usage guidelines, showcase artworks and product usage examples. In collaboration with a team of 5 designers we created artworks divided into thematic chapters.
The logo symbol is inspired by Marie-Antoinette's monogram as it can be found in the Palace of Fontainbleu. The overlapping initials in 2D, graciously bend on each other in 3D, making the logo function as a clothing accessory or a jewelry piece. The symbol and the logotype are set in a custom serif typeface.
Marie-Antoinette loved brand-new and out-of-the moment colors and she invented colors inspired by the most unexpected sources. The primary brand colour is a greenish brown, a color invented by the Queen herself and named Caca Dauphin, after her newborn baby boy’s soiled swaddling clothes. A color palette has been developed around this primary color, which has been applied to the artworks in the Style Guide.
The six monograms are inspired by the Queen’s initials seen on her surroundings and belongings: cups and dishes, clothing embroidery, door handles, fireplaces and staircase balustrades from Petit Trianon.
For the 2016 Brand Licencing Europe convention, the booth had to showcase both the Marie-Antoinette and ROUTE 66 brands.
Our approach was to use defining artwork elements for each brand, while keeping the color palette subtle, so they blend together well under the same licensing company.