Creative direction and a wide range of designs for Atelier LaDurance the small French independent label, founded by Gerard Backx, that combines a high level denim collection with a modest and down to earth presence.
The promotional Japanese Denim packaging is used as a site specific medium and developed for the retail environment. Its design is associative by means of an elegant simplicity that shows product and packaging, becoming one object, 2008
The repairkit is an emergency capsule that has been put together to an autonomous design with only ‘off-the-shelf’ metal components. Containing a thimble, 2 original 2-color brass buttons and a piece of lining and a piece denim cloth, 2002
Manually assembled, one by one and attached to all Atelier LaDurance denim products with a keyring, the repairkit became known as the brand’s mayor identifier, as quick as lightning, 2002
Limited Edition series of 25 pieces only for the famous Parisian concept store Colette. Signed, numbered with certificate and packed in a silver colored box with a king-size black and white image of the repairkit, 2005
The leather belt packaging is a sheet of 300 grams white m.c. board, folded around the belt and attached with two brass split pens (parisiennes). Easy to open and easy to close. With just one single print run for the logo and sizechart (marked with ballpoint pen), 2004
Wrapping paper with a repeating pattern of 20 big images of different Atelier LaDurance branding items. The printing of the 22 grams sulphite paper was a delicate job, in keeping the repeating pattern crisp while avoiding the ultra thin paper from absorbing too much ink and getting too stiff, 2007
The choice of material for the polo packaging is a very inexpensive loose woven cotton cloth. Known as cheesecloth which was originally used as a wrapping for pressed cheese. The white plastisol silkscreen print with the Fleur de Lys design and Vichy check pattern gives the envelope style bag its distinctive look, 2007
The washboard is another example out of the series crafted wooden Atelier LaDurance shop decorations that illustrate the brand’s product expertise and its preference for unwashed Japanese Denim fabrics in a narrative and associative way, 2007
Garment branding. Dark brown grained leather patch with size & quality rizers. Perforated offwhite leather patch with size & quality rizers. Japanese Denim quality tags. Rivet. Laurel leaf brass buttons. Feur-de-lys icon. Pocket tab and woven inside labels. Blue and Red Vichy check pocket lining indicating a female or a male fit.
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