The famous Domaine Coquerel in Normandy, a Calvados distillery, asked Studio Boam to design their latest flagship product from scratch; a gin aimed exclusively at the American market. The apples and pears of the region form the aromatic base for this gin distilled at 42.3°.

The idea of the concept posed by the Studio is inspired by a large surrealist fresco from the second half of the 19th century. The baroque atmosphere of the Moulin Rouge, as painted by the artist Toulouse Lautrec, can be found. It is also the wish to create a large collage inspired by the exuberant madness of the Roaring Twenties and the cabarets of Joséphine Becker.

Indeed, like a theater piece with its courtyard and garden side, the handmade label takes up the successive plans of a theatrical stage set. The accumulation of drawn objects that compose the label reveals a dreamlike and whimsical graphic universe full of references.

Witnessing this cacophony, the viewer’s eye wanders through the ruins of a lost paradise at the front of the stage. We have added, for example, a zeppelin bearing the brand’s flag, a magic fountain and the monument of Mont-Saint-Michel in the background.

It’s this French-style festivity, like an invitation to share, that gives this bottle the visual strength that will be communicated to the future consumer, but above all a first direct link with the surprising and confusing content.

Creation of a custom-made typography and a hand-drawn and coloured set, composition of a piece-by-piece collage of each of the elements of this small theatre. The whole is printed in series and we also worked on the collar and its monogram (the “P” of Pomatium and “G” of Gin letter).