Challenge
In a saturated luxury market, Douzain needed a design system that could stand out without shouting. The challenge: visually distill the brand’s values of purity, rarity, and shared experience—all while maintaining a sense of timeless French elegance.
Approach
I led a six-month collaboration with a 3D designer to develop a custom bottle that stripped away the conventions of traditional champagne packaging. Instead of foil and ornate labels, I focused on form and feeling. Inspired by a flower vase, the bottle's curves evoke the organic elegance of a lily. Viewed from the top, the logo grid aligns perfectly with the petal-inspired structure—a hidden reward for the observant.
We designed a brand mark that captures three core ideas:
The 2%—a nod to Douzain’s rare place in the region
The lily flower—symbolizing purity and French heritage
The love particle—a subtle reminder of connection and giving
Packaging System
The minimalist bottle acts as the hero. The design removes unnecessary layers, letting the silhouette and material speak. With no outer label, the identity is integrated directly into the bottle’s form. Distinctive, tactile, and elegant—it’s made to be held, gifted, and remembered.
Champagne House Concept
To complete the brand experience, I conceptualized a physical champagne house inspired by the lily’s life cycle. The concept, titled “From Ground Up,” begins underground where visitors witness the fermentation and bottling process—a tribute to the unseen labor behind the craft.
Above ground, the space opens into the world’s largest lily garden. Here, champagne carts, flower-lined paths, and minimalist seating invite guests to celebrate Douzain in its natural element—shared joy in nature. The house is a living embodiment of the brand’s message: organic, rare, and meant to be enjoyed together.
Results
Douzain’s reimagined design system helped define a new category of organic luxury. Every brand touchpoint—from the physical bottle to the architectural experience—was intentionally crafted to feel meaningful, rare, and rooted in nature.
