La Fée
ParisienneAbsinthe Supérieure
Absinthe has a dark and enticing history that has acquired a unique audience throughout the years. This product rebrand delves into the enigmatic depths of absinthe's dark history and illuminates the shadows. By embracing the past, this project redefines the present and shapes the future of La Feé Absinthe.
To begin revitalizing this product, I created two mood boards comparing the current visual aesthetic of La Feé and the proposed new aesthetic. The original branding is much more tame, neutral, and palatable to a broader variety of customers.
I wanted to embrace the hallucinogenic and psychedelic elements of Absinthe’s mythic history. Additionally, I wanted to emphasize the dark, mysterious, and violent aspects of this unique history. This would be particularly marketable to customers who are interested in collectible and artistic product packaging and design.
This timeline outlines key events and timeframes that shape the history of Absinthe distillation and consumption. Additionally, it lists potential upcoming dates that would support a rebranded product release.
At this stage in the process I had a general concept of what elements I wanted to create for this rebrand. I knew I wanted the packaging to include a custom presentation box that features unique artwork. I began the development of this portion by choosing specific elements from Absinthe’s history to represent its story. These elements include a guillotine from the French Revolution, key figureheads, soldiers from the French army, and victims of crimes reportedly caused by Absinthe consumption. I also wanted to specifically highlight the Green Fairy image which has been a long-lasting symbol of the allure of Absinthe.
This Is the final design for the artwork that is featured in the product rebrand mock ups.
The next element that I redesigned was the brand’s prominent eye logo. I wanted to retain the overall visual aspect while elevating it to a more sophisticated and simplified design.
Original design
Remastered design
Those familiar with Absinthe and its traditional ritualistic consumption are likely familiar with an Absinthe spoon. The purpose of the spoon is to hold a sugar cube over a glass of Absinthe while ice water slowly drips over it and into the glass. This creates a diluted slurry, which makes Absinthe a bit more palatable.
I felt it would be appropriate to design a spoon unique to this specific product remaster. The images shown are examples of failed attempts to render this concept.
These images show the final spoon concept for this project.
The exterior of the box was the final packaging element that I designed. I wanted the exterior of the packaging to embrace a darker, sophisticated and minimalistic style. This was to counter the chaotic and vibrant interior of the packaging.
I included a summary of the main features of the internal artwork on the exterior packaging. The summary reads:
Absinthe, and it’s historic potency has a rich history intertwined with significant events. During the tumultuous era of the French Revolution (1789-1799), Absinthe gained notoriety as a favorite among revolutionaries and artists alike. In 1792, the opening of the first absinthe distillery by Dr. Ordinare and the Henriod sisters further fueled its appeal. Later, in 1840, Absinthe found its way into military kits as a medicinal tonic for soldiers due to its purported healing properties. However, the drink's reputation took a dark turn in 1905 with the notorious murder of a wife and two children, allegedly linked to excessive Absinthe consumption, leading to its ban in several countries. It wasn't until the turn of the millennium, in 2000, that absinthe experienced a revival, with its legalization marking a renewed interest in this iconic spirit and its intriguing past.
The final touch I designed for this project was this glow-in-the-dark concept. I wanted the bottle and packaging to be enticing and alluring no matter what the environment. This supports the goal of emphasizing the dark, mysterious, and irresistible pull of Absinthe.