Carte Noire is the leading brand of ground Arabica coffee in France. Its core values have always been luxury, glamour and sensuality. As part of its development, Carte Noire decided to move from a single-brand strategy to an umbrella approach. The range now includes product concepts with more personality, including the first low-caffeine java allowing consumers to guiltlessly enjoy all the stimulation associated with coffee.

Deliver a product proposition that fits with a major consumer trend, the desire to take better care of one's body and health. The challenge for Carte Noire was to promote a rather functional idea without betraying the highly emotional values of its brand universe: the new idea needed to be incarnated and illustrated through the prism of the Carte Noire brand.

Dragon Rouge used the codes of the cosmetics market as a model, unveiling a new category of coffee that promises both stimulation and well-being:
- heavy emphasis on the colour black to represent the coffee’s intensity;
- typography inspired by the cosmetics universe;
- symbolism: a glass bead suspended by two threads illustrating the twofold promise of stimulation and control;
- introduction of entirely new color codes – white and green – to create impact and visibility.