CAse Study

Creating an appreciation for luxury with legacy.

Invigorating a brand whilst understanding the patrimonial heritage. 

‘In luxury, passion and dreaming are as important as functionality.’

To tell the story of S.T. Dupont, we first had to understand the voice of the brand. We spent  time with S.T. Dupont’s president and key team to learn about their company, how they speak, where they come from and where they want to be.

Capturing the imagination.

We delivered emotional content which plays to the explorer within us, taking the viewer on an experiential journey through macro perspectives of textures and processes, always returning to S.T. Dupont’s patrimonial French identity.

Visual continuity.

Artfully crafting and extending the S.T. Dupont visual content into highly polished, enchanting copy, designs, pre-produced photography and film allowed us to express the true attention to detail, the skill and craftsmanship of the artisans and individuals who bring these sophisticated products to life, whilst maintaining continuity with all offline content.



The Art of Fire


The Art of Seduction


The Art of Travel


The Art of Writing

A bespoke library of content, with the polish of heritage, craft and passion that sets S.T. Dupont apart, reminding customers that they’re not just buying a product, but membership of an elite club that includes iconic screen legends and world leaders.

An exceptional pedigree for exclusively high quality products.

Some moments are worth holding on to.

‘I only just had to make one briefing/presentation to  The Observatory team, and it was great to see how fast they were able to capture the S.T. Dupont Brand DNA, and our exceptional know-how into a living brand content – both through very well-written body-copy and powerful/relevant photos and films.

Our brief clearly highlighted our will to combine the traditional/historical aspect of our Maison Dupont (from almost 145 years of history) with the “new luxury” contemporary vision of our Brand. The Observatory understood immediately our brief and their professional/global approach made us save time and move faster towards the right creative propositions.

The Observatory fully understood S.T. Dupont strategy and impressed us with their ability to embrace it and translate it into strong words and visuals. One of The Observatory’s key strengths was to create/deliver new Brand assets to reach and attract a younger clientele for Dupont, also striking the right balance between tradition and modernity to create the new Dupont lifestyle. We were delighted by our collaboration, it has been extremely professional, and it met our highest expectations.’

Alain Crevet
President, S.T. Dupont

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