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A model coming out of a hat box

Thinking outside the (hat) box. For Chanel.

When Chanel acquired the Parisian hat manufacturer Maison Michel, they wanted to rejuvenate the house while respecting its heritage. Maison Michel’s artistic director, Laetitia Crahay, challenged Base to create an iconic fashion brand that would stand out in the capital of fashion.

New logotype of Maison Michel Paris
Close-up view of Maison Michel hat boxes

To create an iconic brand, simple decisions are key. We knew the hat box had to become Maison Michel’s core brand element.

Thierry Brunfaut, Creative Director & Partner
Three different sizes hat boxes branded for Maison Michel

A system combining horizontal lines of text…perfect for hat boxes and ribbons.

Fumi Congan, Production Director
Maison Michel Monogram composed of two superposed M in a circle
A model coming out of a hat box
Bigger version of the logotype for Maison Michel
Unpacking box with a photo in the middle

Initial images were shot by Serge Leblon under the artistic direction of Maison Michel's Laetitia Crahay.

Dimitri Jeurissen, Partner
Dispersed photos on a table
Horizontal logo of Maison Michel repeating the sentence "Maison Michel Paris"
Team members of Maison Michel raising their arms holding hat boxes
Maison Michel team members holding hat boxes over their head

Maison Michel's team discovered plenty of other ways to use the hat box (here, images from MM's Instagram account)...

Thierry Brunfaut, Creative Director & Partner
Karl Lagerfeld walking into Maison Michel in Paris
Naomi sitting next to a Maison Michel hat box in her hotel room

A happy Naomi!

Thierry Brunfaut, Creative Director & Partner
Visual designed for Maison Michel quoting "c'est joli !"