Responses by Yorgo Tloupas, chief executive officer/founder, Yorgo&Co

Background: We were asked to design the logo for H24, Hermès’ new men’s fragrance. The legendary French fashion house has only a few perfumes and adding a new one to that established family, which includes the bestseller Terre D’Hermès, was an exceptional opportunity.

Reasoning: I wanted to showcase the modern scent of the fragrance, and its minimal and unique bottle shape, while keeping the visual essence of Hermès. So, I spent a lot of time exploring the physical archives of the brand, both in its private museum in the Rue du Faubourg Saint-Honoré district location and in its well-organized archives in Patin.

Challenges: Not knowing until much later what the name of the perfume would be. So, we developed a custom typeface that would work with all the different name options and would make sense within Hermès’s perfumes collection.

Favorite details: The cutout paper object, onto which you spray the fragrance to experience its smell. It stays for a few seconds as a stencil graffiti.

Visual influences: Definitely the rich visual archives of Hermès.

Time constraints: There were deadlines, but the project was so long that we were never in a rush!

Specific demands: At first, we didn’t even have a precise name to work on, and then when we did, the name of the fragrance kept on changing. That made the project unique.

Anything new: I found out how long and arduous the launch of a new fragrance could be. I think it took more than two years between our start of the project and the launch. It might have been even longer within Hermès since the team had started way before we did!

Alternative approach: I would try to have more control over the packaging design details of the boxes.

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