Monday Marks: #13

 

Happy Bastille Day!

To mark the holiday, our Monday Marks feature is L’avion—that’s French for the plane—which is what you need if you plan to fly to St. Barths for Bastille Day.

CLIENT
L’avion Couture, St. Barthélemey, French West Indies

CREATIVE BRIEF
Create an iconic symbol of St. Barths. This symbol will be printed and embroidered—primarily on clothing—as a keepsake for lovers of the island and natives alike.

DESIGN RESPONSE
There was only one “must have” for this mark—a tiny puddle jumper. Why? Because “l’avion” (the plane) is one of the only modes of transportation to get you to this exclusive French island (the other is by boat). On a daily basis, a fleet of these small planes careen fearlessly through the jagged peaks of St. Barths. They are known for their stomach-dropping-descents and quick landings on one of the shortest runways in commercial aviation. Owners of L’avion Couture call this experience the “apprehensive thrill of landing in paradise.” We rendered the plane somewhat crudely to capture that raw “thrill.” Whether one is taking off from or landing on this unspoiled oasis, L’avion keeps the memory of the adventure alive.

ReMARKS
Now in its eleventh year, L’avion has indelibly made its mark on the island. Beloved by both natives and visitors, it can be seen just about everywhere—from baby onesies to beach towels. It’s co-branded with St. Barths Services, the handlers of both luggage and passengers at the Gustaf III Aeroport. You know you’ve landed in St. Barths when you spot L’avion on the runway! If you’re heading to St. Barths for Bastille day, L’avion is sold at two shops in Gustavia and St. Jean Villa Creole. Click  to see L’avion in St. Barths. Bon voyage!

 

Tags: Clothing, island fashion, Island logo, symbol of St. Barth