JOLIE
ROLE
Haute Couture Perfume & Fashion House
LOCATION
paris
Brand Identity, Packaging Design & Visual Strategy
service
ROLE
©
Jolie was born from a vision: to translate haute couture craftsmanship into an olfactory and visual universe. The challenge was how to capture the maison’s dual soul between fashion and fragrance in a brand identity that felt sculptural, poetic, and unmistakably couture. In a saturated luxury market, Jolie needed more than beauty: it required a coherent language of reverence, heritage, and timeless artistry that could resonate with collectors, editors, and couture clients alike.Entering the couture world as a new maison, Unlike mainstream luxury consumers, they are not seduced by logos or trends, but by subtle codes of craftsmanship, poetry, and rarity. The challenge was to design a maison whose language could resonate with this rare clientele
Curated vintage gems&timeless
objects
The Challenge
Where every move whispers
No longer framed as a fragrance brand, it became a cultural house, blending couture, object, and ritual. Its codes position it not as a competitor of mainstream houses, but as an alternative sanctuary for visionaries who crave depth, artistry, and heritage.
Jolie is now a maison for the few who see couture as philosophy not fashion.
OUR WORK
Fashion is also a kind of Philosophy
We built Jolie’s identity as a house of reverence: sculptural, subtle, and deeply rooted in couture tradition. Every element was crafted as a gesture of intimacy with connoisseurs:
The monogram: a golden emblem evoking botanical etchings, positioned not as branding but as a quiet signature.The bottle design: sculptural, seashell-inspired, closer to an artifact in a museum than a commercial product.
Editorial direction: imagery styled as if taken from art archives minimal, contemplative, and timeless, avoiding spectacle in favor of cultural resonance.
Typography: serif and calligraphic gestures reminiscent of couture ateliers, designed to whisper rather than shout.
Jolie evolved from concept to Haute Couture Maison for the hyper-niche elite
Botanical Grace
