Our aim was to express the gourmet tradition of this historic and iconic product made by Lejay since 1841.

The blackcurrant liqueur was redesigned as a priority, before the rest of the range. The new packaging displays the new logo on each component of the packaging, more specifically as a signature on the label, in the tradition of fine liqueurs.

The materials, colors, graphics and illustrations were all made more sophisticated and modern, without losing their evocative power.

We took a jay from an old engraving and redrew it, perched on a branch.

The bird sits above the brand name which is designed in a typeface typical of the 19th century, its serifs evoking the claws of the little bird. The jay is a playful reference to the brand (Lejay) and a symbol of the natural world.

It has replaced the cryptic symbol of the "legendary monk" who was originally depicted on the liqueur and crème bottles. This little-known monk was in fact a reference to Abbot Bailly de Montaran who wrote The Admirable Properties of the Blackcurrant in 1712, an essay which may have inspired Auguste-Denis Lagoute to create his famous crème de cassis.

The international version of the crème de fruit range is based on the crème de cassis format and available in a variety of flavors.