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While envisioning their new fragrance line, Ormaie’s founders and their creative director sought specialized partners to tailor every single aspect of the perfumes’ production — including an exclusive typeface. Production Type designed Ormaie for all the needs of the new brand.

Ormaie is a Parisian perfume brand founded by Marie-Lise Jonak, a veteran fragrance consultant, and her son Baptiste Bouygues. Quite uniquely, all of their scents are solely made from all-natural, fully-traceable ingredients. The debut collection of seven perfumes range from fresh and citrusy, to more richly layered and hyper-specific scents, delivering an olfactory experience that evokes, among others, the Bolshoi Ballet or the tropical paintings of Paul Gauguin.

In his quest to deliver the best possible product, Bouygues partnered with art director Jade Lombard to design the bottles and set the tone for the artistic vision of the maison.
“We wanted the bottles to be exceptional, something that you would want to have in your living room, or in your atelier,” declared Bouygues.
Inspired by Jean-Paul Goude & Brâncuși, each bottle cap is made of coloured beech wood, hand-carved into a distinctive shape inspired by the scent.

Taking extra care in designing the brand's image and packaging, a bespoke typeface was a natural choice for the young brand. In association with Lombard, Production Type worked from a heteroclite mix of sources to achieve a unique and current typeface, with a hint of rétroand a drop of chic. Adding varied alternates to cater for varied typesettings, each perfume name spreads out in solid all-capitals, hot-stamped on Italian paper, letterpressed by vintage Heidelberg printing presses. A final touch is given by hand, where labels are cut and placed manually on each bottle. The typeface serves everywhere else too, from Ormaie’s website to the brand's graphic communication.

  • Art direction

    Jade Lombard

  • Type direction

    Jean-Baptiste Levée

  • Type design

    Hugues Gentile

  • Photography

    Charles Nègre

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Useful type with an edge.

Useful type with an edge.

Production Type provide retail as well as dedicated creative services in typeface design for brands.

Based in Paris and Shanghai, Production Type is a digital type design agency. Its activities span from the exclusive online distribution of its retail type for design professionals, to the creation of custom typefaces for the industrial, luxury, and media sectors.
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