Mad et Len

IdentityPackagingTypefaceWebsite
MAD et LEN shop entrance branding typography design brand identity Paris store boutique
MAD et LEN shop entrance branding typography design brand identity Paris store boutique
MAD et LEN branding typography design logo
MAD et LEN branding typography design logo
MAD et LEN packaging branding typography design
MAD et LEN branding art direction product photography
MAD et LEN branding typography design
MAD et LEN branding typography design
MAD et LEN in store
MAD et LEN in store
Bespoke typeface design, alphabet
Bespoke typeface design, alphabet
Bespoke typeface design, X, Y and Z
Bespoke typeface design, X, Y and Z
MAD et LEN branding art direction product photography
MAD et LEN bespoke typeface design, logo
MAD et LEN branding art direction product photography
MAD et LEN branding art direction product photography
Mad et Len, Paris
Bespoke typeface
Mad et Len, Paris
Bespoke typeface
Bespoke typeface
Website

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, pot pourris 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 pot pourris resemble 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 shows sharp and sculptural letterforms which take inspiration in equal parts from local hand-painted signage and the black iron vessels that house Mad et Len’s products. The identity thus evokes the enigmatic atmosphere of the traditional apothecary and an alchemist’s lab. On the digital side, the website offers an immersive and sensitive shopping experience in which beautifully art-directed images take centre stage.

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