Conceptual Art Director › Project

La Cravache d'Or

A complete visual identity for a tobacconist and wine cellar

• Year: 2026
• Fields: Identité visuelle, Packaging, Print, Motion, Web

The La Cravache d'Or tobacconist stands opposite the Côte d'Azur racecourse, hence its name, since the cravache d'or, the golden whip, is the trophy awarded each year to the best jockey.

The logo

The logo is a rather special laurel crown, since it is made of two whips on whose stems tobacco leaves grow. The perfect match between the name and the trade. And subliminally, the shape comes close to that of a spirits tasting glass, since the tobacconist is also a wine and spirits cellar.

Sketches

Before the laurel wreath, three attempts around the racecourse across the street from the shop. None of them spoke of the golden whip, nor of the tobacconist: I went back to the word itself.

The jockey and his horse forming the C and the R. The trouble is that the letters were not legible enough.

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The Lottery Sleeve

A luxury sleeve to hold your lottery grid or scratch cards. As if every player had their own signed case, one that might just pay off. The aesthetic draws from the great fashion houses to turn the act of playing into a ritual.

CBD

CBD is sold in a tobacconist's, but it is not tobacco. So the range keeps the sign and the gold, and changes one thing: the tobacco leaf becomes a hemp leaf. Same house, another plant. A round golden sticker seals the bags, like a wax seal.

Wine & Spirits

For the cellar, the liqueur glass hidden in the logo comes to the fore. The bottle bag is printed on both sides so it can be read in the street whichever way it is carried, and the closure sticker repeats the sign in gold on a dark ground.

Airbnb Wall

The shop also serves as a key handover point for the neighbourhood's Airbnb rentals. Rather than hiding the key boxes, they were turned into a wall dressed in the house colours: a service becomes part of the decor.