When we were conceptualizing the identity for Fleur du Mal, Base brought to life our desire for something that was strong, provocative and timeless. They understood the aesthetic of the brand before it was a brand.
– Jennifer Zuccarini, Founder
The duality found in the name Fleurs du mal (The flowers of evil) became the conceptual starting point for the brand identity and personality. We were always trying to balance this duality: “sensual yet sexy,” “elegant yet provocative,” “edgy yet chic,” and “playful yet timeless.”
A mark based on rose thorns. Like the evil flower, it is a mark that is at once structurally classic and strong, yet so fragile and beautiful.
For the opening, I envisioned a printed invitation that would wrap 40 red roses. I still can’t believe they went for it.
Today, Fleur du Mal continues to gain momentum both in terms of its online sales and at key retailers like Barney’s.