Our client wanted to launch a new French brand that would be disruptive within the French category aimed at the Asian luxury consumer. Classic French labels are predominantly monochromatic: white or cream labels and an abundance of red capsules. This uniformity means many French labels have no recognisable feature for consumers to remember so part of our brief was to develop a distinctive icon and brand colour. The unicorn is prevalent in French mythology and is featured in the famous tapestries The Lady and the Unicorn, one of France’s national treasures. It also has its counterpart in China, the Qilin, a symbol of luck, prosperity and success.