Le Drugstore

Brand Identity, Signage, Packaging

Publicis Drugstore, Champs-Élysées

2017, Paris

Design & Practice was invited by London based product and interior designer Tom Dixon to contribute to the redesign of Le Drugstore, a restaurant that is part of the legendary PublicisDrugstore site on the Avenue des Champs-Élysées in the heart of Paris. The concept for the interior of a ‘Luxury Convenience Store’, inspired by Mad Men era America, was extended into the brand identity. References to American drugstores and typical office items were re-imagined into restaurant stationery and signage.


With a focus on tactility and materiality, the finest papers and processes were used by Imprimerie du Marais to create technically enhanced and complex print material to look effortlessly basic. Humble items such as office dossiers and paper grocery bags were the inspiration for print and signage items of outstanding production and material quality, such as menus, packaging and wayfing.

The aim was to create a brand identity that is iconic, timeless and elegant by re-interpreting the heritage of Americanad agency culture and typical American drugstores for the contemporary Parisian customer through simple typography and tactile materials and processes. As Le Drugstore has a clientele of mostly local Parisians, Design & Practice wanted to set the stage for Parisians to experience something different and be immersed in the world of Le Drugstore.