Each year, this printing group releases a high-added-value collection to showcase the expertise of its in-house creative agency. Their goal is to offer a responsive, turnkey “design” solution that encompasses conception through to technical printing—one to rival the most reputed Paris- and London-based agencies. Agnès Deslandes, Creative Director, explains.
What was the inspiration for the Divines Créations in Collection #03?
In the post-Covid-19 period, we sought out contemporary artists, always on the lookout for trends and constantly maintaining R&D. Our Capsule collection is inspired by Dante’s Divine Comedy. Through qualitative storytelling developed by our designers, our creative and innovative packaging solutions draw on our capacity to work with two materials, paper and pewter. The visuals tell a story and give the products a personality so our clients— who hail from industries as diverse as wine and spirits, and personal care products— can easily project their brand image.
Geryon Whisky with diamond-point gilding; © Alliance Etiquettes
What differentiating expertise would you highlight for Alliance Étiquettes?
With Collection #03, our creative team took on the artistic and technical challenge of creating strong, modern visual identities that remain approachable, easy to understand, and compatible with industrial production. Dante’s world is represented by three consumer trends: the importance of naturalness linked to eco-responsibility; exhilarating the senses in order to move upmarket; and the demands of luxury, through limited or customized series. For each creation, our team redefined the limits of what is possible by working with our technicians and printers to choose forms, materials, and colors, with excellence the guiding light.
What are your favorites?
L’Originel, our personalized perfume, with its polychrome pewter setting and random printing, reflecting the lush vegetation of the Garden of Eden. And Le Géryon, our whiskey—it will take you to seventh heaven! The curved, diamond-point gilding is enormously popular with our customers and integrates many symbols: giants, duplicity, etc.
L’Originel with polychrome pewter setting and random printing; © Alliance Etiquettes
What drives you, Agnès?
A challenge! I would like to continue developing our agency’s “mad skills” with the priority being to keep our clients satisfied. Our transformation rate (from brief to production) has already reached 92% and 95%, but we can do even better! Discover Collection #04 at Luxe Pack 2023.