MAD et LEN
MAD et LEN
IdentityPackagingTypefaceWebsite
Mad et Len is an artisanal perfumer based in the southern French Alps, producing hand-made scented candles, potpourris and perfumes. Its rich universe transported us: the complex scents evoke nature, raw materials and a Proustian sense of longing. Presented in striking, handmade metal pieces, the candles and potpourris resemble dark, enigmatic sculptures.
The identity is designed to reflect the tactile, handcrafted essence of Mad et Len’s creations, immersing the viewer in their surreal, artisanal world. A custom typeface with sharp, sculptural letterforms takes inspiration from local hand-painted signage and the raw black iron vessels that hold their fragrances. The design bridges the enigmatic atmosphere of a traditional apothecary with the mysterious aura of an alchemist’s lab. Online, the experience is equally immersive, with beautifully art-directed imagery at the forefront, heightening the sensory journey.
Creative Direction:
Sonya Dyakova / Atelier Dyakova
Design: Gabriella Voyias
Typography design:
Tom Baber, James Griffin
Project management:
Gabriella Voyias, Jonas Berthod
Photography:
Matteo Carcelli, Guillaume Roujas
2022
