Mad et Len

IdentityPackagingTypefaceWebsite
Mad et Len, Paris
Bespoke typeface
Mad et Len, Paris
Bespoke typeface
Bespoke typeface

MAD et LEN

MAD et LEN

IdentityPackagingTypefaceWebsite

Mad et Len is a perfumer located in the southern French Alps producing hand-made scented candles, pot pourris and eau de parfums. We were transported by its rich universe. The complex scents evoke nature, raw materials and a Proustian sense of longing. The candles and pot pourris are presented in striking, handmade metal pieces resembling dark enigmatic sculptures.

The identity we designed aims to evoke the same tactile mood as the products, each detail beautifully crafted to immerse the viewer in the surreal world of Mad et Len. The custom typeface’s sharp and sculptural letterforms take inspiration in equal parts from local hand-painted signage and the black iron vessels that house Mad et Len’s products. The identity evokes the enigmatic atmosphere of the traditional apothecary and perhaps a pinch of an alchemist’s lab. The website we designed creates an immersive shopping experience in which the beautifully art-directed images take centre stage.

Type design: Tom Baber and James Griffin
Photography: Matteo Carcelli

2022