Coming from a prominent French family of entrepreneurs, Charlotte Bouygues follows in the footsteps of her elders with taste and sensitivity. Dix Hectares is her first entrepreneurial venture and is therefore inevitably imbued with a strong personal connection.
Combining the poetry that emanates from the lands of Château de Montrose - where all the ingredients for Dix Hectares’ products are grown - with graphic codes drawn from the world of literature (an elegant nod to the founder’s personal love of reading), we greatly enjoyed devising and bringing to life the brand’s identity.
The result is a richly layered identity in which we sought to blend a certain notion of formal elegance with a sense of freedom and a lighter, less controlled, more organic energy.
From brain to hand, everything is imagined, created and formalised by the studio (without AI, s’il-vous-plaît). After redesigning the curves, angles, proportions and overlaps of an initial version of the monogram initially designed by Hani Paris, we embarked on bringing out all the elements that embody the brand: logos, lettering, illustrations, patterns, icons, and all other element of decor. All hand-drawn✫
We oversaw the production of the packaging right through to the finishing touches. We introduced a striped patterns that echo the planting rows on the estate and designed packaging that changes colour with the seasons, spring/summer and autumn/winter.
A comprehensive typographic palette draws on 19th-century French styles, reimagined with a contemporary aesthetic, and features drop caps illustrated using each product's ingredients. We also collaborated on the website, which was built by Index Studio, and with Lou Benesch, who painted the watercolour illustrations. The primary packaging was designed by architect Dorothée Michelzon.
We hope you can sense our intention to create a brand with a strong sense of heritage and narrative depth.
