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

A tobacconist that is also a wine cellar, called La Cravache d'Or, the golden whip. The logo takes the name at its word: what looks like a laurel crown is two golden whips, the ones awarded each year to the season's best jockey. Between them grows a plant that does not exist, the tobacco-whip, whose stem and flower are the whip itself and whose leaves are tobacco. And the whole thing traces the silhouette of a liqueur glass, for the cellar. Three trades in one sign. Everything else follows from it, from bottle bags to lottery sleeves.

The logo

The laurel of victory, the jockey's whip, the tobacco leaf, the liqueur glass: four readings in a single shape, golden as it should be. You do not see them all at first glance, and that is deliberate: a regular customer has time to discover them one by one.

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.