LENÔTRE - DESIGN PACKAGING

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PACKAGING DESIGN

“Patisserie, you know, isn’t made to feed people, but to give them something sweet to share.” Gaston Lenôtre

In 2019, Maison Lenôtre redesigned its brand platform and identity to establish its new signature “Maison Parisienne de la Gourmandise” and to bring a breath of fresh air to this firmly established player in the world of French gastronomy.

Maison Lenôtre asked us to completely redesign its packaging range, with the aim of restating Lenôtre’s traditional expertise and embodying the new brand platform. To creatively use the different resources and design potential to meet the specific objectives of each product line (accessibility/celebration). 

The agency suggested translating this new identity across the range to give the new packaging a real personality and a unique character while staying on-brand. The packaging was designed with an eye for detail in terms of the choice of materials and subtle finishing touches. The packaging design reinforces and enhances the brand’s new visual identity in keeping with its gourmet creations.

Developed packaging

Confectionery bags : a simple folding technique that reflects the artisanal side of the brand while also being modern. The ears of wheat on the side of the packaging are part of the design while at the same time being part of the folding. This clever bag has two possible sizes due to the way it is folded.

Macarons range : the macaron is the icon of Maison Lenôtre, its trademark and its source of pride. Redesign of all formats to showcase the product and its many flavours.

Chocolate bar packaging
Bags, patisserie packets 
Biscuit gift box
Jam rang   
Product personalisation rings

Assignments :
Packaging Design