To evoke purity, beauty, and rarity, a parfumerie and haute-couture that's unapologetic and brutalist was the right approach. The ideal direction for a newcomer staking a claim against powerful rivals: Bassan treats its products as nothing more than a tool for artists to create and express themselves. No status. No showing off. No bullshit. The spotlight belongs to the creators.

All-white packaging. Bold sans-serif type paired with a rude, typewriter-style counterpart. A single brushstroke of colour. Information, straight to the point. No corny imagery, no illustrations, no artifice. Just pure minimalism.