Gaultier LE MALE

Diving into the vast world of fragrances, I was tasked with breathing new life into a beloved and recognizable classic. Jean Paul Gaultier’s LE MALE was a staple of the early 2000s ad campaigns and remains a cult classic to this day. With my rebrand, I bring Jean Paul Gaultier into the modern era with a new name and logo branding the design label as Gaultier. Then focusing on the three main aromas of the perfume, I recall the brand's homage to queer artists such as Tom of Finland and rename the three perfumes after other iconic LGBTQIA+ artists of the past century. TOM, ANDY, and KEITH are the new lineup under the LE MALE umbrella, each inviting their select customer base to explore the distinct profiles and embrace LE MALE in themselves.

The rebrand is housed in a coorporate guideline book that not only serves to guide the future image of the company, but recall on the history and timeline that brought them to this point.

Brand Guideline Assets