Scope
Brand
Content
About
La Mer asked for a system rather than a campaign: a set of rules that could hold the brand steady across markets and seasons, and still be worth looking at in ten years.
System
We worked backwards from longevity. Anything tied to a trend was ruled out early, which left proportion, restraint and material as the things doing the work, and those are the things that age well.
Grid
One grid runs through everything, from a product page to a counter display. It is generous rather than dense, and the space it leaves is the point: the brand reads as considered because so little is asked to sit in each frame.
Type
A single family in a narrow range of sizes carries the whole system. Hierarchy comes from position and space rather than from weight or colour, which keeps the tone even across languages and markets.
Application
We built the system against its hardest cases first: a crowded retail environment, a small-format ad, a market with a different script. If it survived those, the flagship work would look after itself.
End
The result is a system built to be inherited rather than replaced.
Credits