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Alucie lives in our minds as a brand evolution, passing from one generation to the next. Paying homage to the past while ushering in a new guard, Alucie’s branding walks a fine line between tribute and forced modernity. A mainstay of le septiéme, Alucie has built a reputation for consistency and creativity. A welcoming center for indulgence that sheds avant-garde pretense in favor of a naturally cool simplicity. Respecting history and craft, we imagined a new stamp - effortless and uncomplicated - that brings instant recognition. Something that can be incorporated seamlessly into daily life yet possesses the ability to become a beacon through color and application. Refined and luxurious, yet, above all, approachable.