The brief

Maison Aubel had spent forty years dressing people for daylight. Their evening line was growing fast, but it borrowed the same polite visual language as everything else, and it disappeared on the shelf.

We were asked to give the night collection its own voice without splitting the house in two.

What we made

One colour did the heavy lifting: a signal red pulled from the brand’s original 1986 shopping bag. Around it we built a type system, a motion kit for social and a set of campaign films shot entirely under practical neon.

Outcome

The launch sold through in six days, and the red now anchors every Aubel touchpoint after sunset.