What makes Diptyque one of the most recognizable brands straddling the niche and luxury markets?
- Eloïse Niklaus
- Nov 15, 2020
- 6 min read
Updated: Nov 15, 2020
Diptyque is a recognizable brand. Originally a manufacturer of fabrics, Diptyque has immediately affirmed a chic and parisian image that we may define by a "chic bazaar" image. The brand is also very cosmopolitan, with a first innovative scented product and now the brand's emblem: the scented candle. Mix of influences, travels, memories, Diptyque’s creations embody codes dear to the brand: poetry and art.
The most distinctive and recognizable element of the Diptyque brand is without a doubt its graphic and emblematic oval. It was in 1973 that Desmond Knox-Leet created the oval shape of the label that would adorn all the products and which was constantly reinvented over time, taking up the pattern of an 18th century medallion. It represents the elongated shield of a Roman soldier of the Praetorian Guard who adorned one of the Diptyque’s fabrics in his early days. The founders, keen on ancient culture, turn it into a vignette. In the center, their coat of arms takes the form of a censer, symbol of their new profession: perfumer. This logo is in black and white, color duo symbol of the brand, as are his dancing letters, symbols of the affection of the brand for the art of calligraphy. These letters constitute an essential brand code since at the beginning of Diptyque, the brand was amused by the confusion in the spelling of its name, people never really knowing where the "i" and the "y" were there. one compared to the other. The confusion was such that the creators had recorded the two spellings "Diptyque" and "Dyptique" in the directory to be sure that everyone found them.
Whether on the labels of perfume bottles or scented palets, this oval shape is omnipresent in the brand's identity and is now part of Diptyque's DNA along with the logotype. The recurring use of this oval shape has also contributed to the homogeneity of the packaging.
The label used on the products is another important distinguishing feature of the brand. Treated in a strict black and white, it uses a typography with very pronounced serifs, participating in the creation of a statutory and rigorous side. The perfume bottles have additional illustrations on their labels, sometimes using the play of mixed letters. These line illustrations, also in strict black and white, generally enrich the labels with a decorative scene related to the fragrance or the composition of the perfume, representing fruits, flowers or all kinds of natural components. Some illustrations are more metaphorical, depicting animals, fountains or gardens. They are poetic and always very floral. The theme of nature is an essential element in Diptyque's graphic communication.
The containers used by the brand are also a strong element that make Diptyque a highly recognizable brand. They are worked with great elegance. The House advocates luxury craftsmanship and always opts for unique and refined bottles. Thus, each of them is made in the purest tradition of handmade craftsmanship. The bottles have evolved over time from a cylindrical shape (a nod to the bottles used in the chemistry laboratories) to the oval shape that is now the house's signature. The simple, geometric shape contributes to the product's sober aesthetic appeal. The same meticulous and precise work is applied to the packaging, worked with beautiful materials and impeccable finishes. They also respect the black and white charter and typographical choices. Depending on the products, the packs are written in white on a black background, or in black on a white background, sometimes enhanced with selective varnish or embossing. The paper bag in which the product is presented to the customer after purchase also uses the same graphic codes, with a variation of the Diptyque logo in white on a black background, inverted from the official logo, and whose lettering arrangement is reminiscent of the game created on product labels.
It should be noted that each Diptyque product is delivered in a beautiful gift package, using the art of wrapping, signature of the house, along with the number 34 or the oval shape. It is a packaging that is often complex but gives an impression of great simplicity, combining three sheets of silk paper of different colors that, through a clever folding game, sign and identify the product it contains.
Fragrances and perfumes are elements that truly make up the identity of the brand, firstly because of their composition and secondly because of their name. Each of the raw materials used by Diptyque is carefully selected, always noble, precious and natural. Likewise, the creative work is always very slow, neglecting no detail until the perfect balance is found: Diptyque makes it a point of honor not to give in to any compromise. The Maison offers a vast repertoire of unclassifiable scents and unique associations, the brand's most iconic fragrances being Fig Tree, Jasmine, Firewood and Black Berry. Another distinctive element is the positioning of Diptyque's offer. The house has no equivalence today in the broad landscape of perfumery. Each of its fragrances is elaborated without distinction of masculine or feminine gender. In this sense, Diptyque has always been able to show a profound audacity and avant-gardism linked ot the androgynous current.
The fragrances are made by the big names in the sector, such as Givaudan, Firmenich, a small number of faithful perfumers, the famous noses, all external to the brand.
The names given to the products is largely related to nature, the candles bearing names of flowers (Gardenia, Violet, Geranium Rosa), or names of raw materials used in the composition (the Hazelnut tree, Cypress or Patchouli) or referring to an image that would reflect the fragrance such as Cognac, Feu de Bois or Tuberose (representing the tuber accompanied by a grassy note). Perfumes have much more oniric, dreamlike names, such as L'Ombre dans l'Eau, Philoskos, Do Son, Tam Dao: although they do not necessarily hide a meaning, their sound and evocation create a dreamlike notion. It is an invitation, a first step towards an olfactory journey. The [o] sound is also always present, and is obviously reminiscent of "Eau" ("water" in the French language), another characteristic of the brand's identity.
The physical selling places also participate in the creation of an identity of its own. The historic boutique at 34 Boulevard Saint-Germain conveys a very special atmosphere, where we find the brand's roots. The bazaar chic past of the place reappears and gives the customer the magnificent impression of being on the hunt, looking for a rare perfume or item. For several years, all Diptyque corners and boutiques have been treated in a very pure, black and white spirit, respecting the brand's charter to the letter. White reigned supreme, and the furniture was also very pure, in black or white. The fashion was then to the homogeneity of the points of sale throughout the world. Today, the new boutiques have much more personality. Each one now tells a different story, and all tend to return to the chic bazaar spirit of 34 Boulevard Saint-Germain. The interior decoration now uses much more raw materials such as ceramics, wood or marble. They appear warmer, and there is a real desire to create a different customer experience depending on the points of sale and thus differentiate themselves from the more mass market brands, having very homogenous or even identical boutiques throughout the world.
The e-commerce site also respects in its global aesthetics the image of the brand, with a resumption of the codes of the brand. Same for the social networks. There is a real consistency of visual design between products, packaging, and digital platforms.
Diptyque is a poetic and artistic brand that mixes olfactory, innovative and graphic design. It is indeed characterized by a very strong graphic identity, on the perfume bottles and candles, allowing an extremely easy identification of the products. Each item has its own unique color code, its own unique container and a unique scent that reacts differently to contact with each skin, each body. Great care is taken in the marketing methods used as well as in the points of sale, each of its boutiques, each of its corners being a reflection of a love of graphic design and visual art. For instance, the walls of the boulevard Saint-Germain are covered with frescoes made by hand. The storytelling of the journey, the highlighting of the natural components used in the composition of the fragrances, the use of floral themes, are other recurring elements of the brand which, combined with each other, create a remarkable coherence that defines the brand today. Elegance, delicate refinement, attention to detail, apparent simplicity and sobriety are characteristic and distinctive elements of the brand, which truly define Diptyque's identity and its offer.
By Eloïse Niklaus, 14/11/2020
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