“Display your personality and show who you are and what you have to say. Radiate your inner feelings, tell your story and people will choose you. This applies as much to people as it applies to brands, packaging and identities. This is what makes something unique, this is what creates empathy. Breathe, live and grow in every sense! Creativity with Personality!”

After having being able to work with the crème de la crème in design agencies for years, on the 1st of January 2009 Joost la Housse decided to convert his experience and expertise into a sole proprietorship, Joost Identities. Brand- and packaging design for unique brands that deserve their own personalities and want to be noticed.

Thanks to the confidence given by a diverse group of clients and design agencies, Joost ID is celebrating its 10th anniversary. On this memorable occasion, a promotional gift is being issued with a limited edition of 110 items.

Monsieur La Housse is the sensory and personal interpretation of Joost Identities, visualising the importance of a brands’ own personality, branding and uniqueness. The alliance between having dreams and ambitions on the one hand and the reality of the world today on the other hand, results in growth in all respects.

A personality, a brand or a person, each has its own unique DNA from which it can act depending on what is asked from its environment.

This given has been captured and translated into a unisex fragrance concept: a basic fragrance that can be worn individually but that definitely comes into its own when combined with 2 quirky odour accents. Thus, you can create many possibilities, extra dimensions and a versatility that symbolizes you as a person or your brand.

Monsieur La Housse consists of a cube with a ´crispy white´ exterior but once opened, the drama unfolds: 3 small black bottles. The base fragrance ‘True Gentleman’ with black balloon atomizer and 2 small accent odours ‘Happy Mad’ and ‘Bright Newness’ with spray atomizers.

Our brain was not made for statistics but for stories. A good story anticipates emotion, as a result of which you as a person, a consumer, will be touched and will better understand a brand. The added booklet, enclosed by means of a cahier stitch, contains the background, story and explanation behind the 3 fragrances.