French cosmetics brand L’Esprit Belle

We developed a premium identity that is easy to reproduce — both on a single product and across more than 100 product types. We combined the brand’s strengths and values into a minimalist symbol: a flower, or an asterisk. The symbol references naturalness, the reeds in home fragrances, and the flame of a candle. In this way, we captured the French charm and elegance inherent to the brand.

After working on the identity, L’Esprit Belle began entering new markets, including China. They encountered cultural specifics and traditions of Asian audiences, where the core identity colors — white and black — are not associated with positivity or celebration. Many brands, including Gucci, YSL, and Loewe, fully transform their identities for the Asian market.We addressed this challenge by adapting the color palette to reflect different fragrances, while keeping everything within one idea and a single visual system aligned with the core brand identity.