Comte de Grasse, a bottle of poetry


Comte de Grasse is a groundbreaking new luxury spirits distillery, born from the passion of its founder for spirits and his desire to create their future.  A project that crystallized in Grasse, the heart and soul of French perfumery and propitious cradle for the creation of the luxury and sustainable spirits brand Comte de Grasse.

The brand nourishes its visionary essence from the terroir, raw materials and advanced state of art in distillation techniques concentrated in Grasse, its aesthetics inspired by the light and vibrations of the South of France and the magic of the contrasts of the Mediterranean coast.  Comte de Grasse signs spirits born of an authentic perfume know-how and full of the poetry from the South of France.

Beyond design, a collective work

Heritage, disruption, sustainability, social responsibility and uncompromising quality… the fundamentals of Comte de Grasse have met the vision of a new luxury borne by CHIC. Comte de Grasse’s Lab Distillery, a collaborative melting pot of talent from every universe able to imagine the future of spirits, echoed the co-creation process at work at CHIC.

The vision of CHIC was to build a tailor made-international team, with hand picked expertise and talents to create key synergies and coherence in order to realize the rich concept of Comte de Grasse for the brand to meet its targets and markets.

CHIC chose to partner with forceMAJEURE, a creative agency founded in 1998 and based in Brooklyn, on this unique project. The expertise of forceMAJEURE in creative strategy, innovation, visual identity, product design and packaging was a determining factor in partnering with them. forceMAJEURE’s presence in the U.S., their knowledge and practice in international markets, and in particular the spirits market, were assets that merged well with those of CHIC: a 360° experience in the luxury market, a knowledge of European markets and the French and British spirits trade markets and a capacity to create synergy and coherence with all of the teams in the project.

The alliance of CHIC and forceMAJEURE’s respective expertise enabled them to achieve the visual positioning, brand world, naming, visual identity, product and packaging design of the Comte de Grasse’s first launch, the 44°N gin.

The result of a global collective approach, the 44°N design captures the vision and daring spirit of Comte de Grasse and disrupts the category. 44°N – the location coordinate for Grasse – places the geographical origin of Comte de Grasse and its first creation, in a logotype that affirms a new contemporary and essential luxury.  

The bottle (50cl), reminiscent of the perfumer’s workshop, is loaded with the incomparable power of escape with references to the sea and the Mediterranean sky, captured in the absolute of a Klein blue and the insolent contrast of solar and pure yellow.  The low relief of the bottle has been manually carved to restore the magic of the sun on the Mediterranean. The cap, signed with the monogram of Comte de Grasse, completes the dimension of the perfumer’s touch while creating a new opening ritual for the spirit brand.


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