Our mission for this new product was to facilitate a new phase in the international expansion of the brand by establishing Lejay crème de cassis as a premium go-to product in American bars.

As a natural continuation of its history, we redesigned the bottle to give it a vintage feel inspired by the French "guinguettes" (open-air cafés) of the 1930s. We adapted the volume of a historic bottle, and shaped the label like a coat of arms, echoing the design of the neck label.

The background of the label features an old reworked engraving taken from the brand's archives and framed with a decorative frieze of 19th-century inspiration. The coat of arms of the city of Dijon anchors the brand to its historic and regional heritage.

The satin-finish paper combined with silver gilding creates an exquisite and luminous effect.

Lejay Original was originally intended solely for the American market, where the brand wanted to establish itself with a more premium positioning than in Europe.

The success of the reference quickly made it a flagship for the brand, before becoming the very center of its product strategy.