Coffee Bean Packaging 1950-1966

From 1950 to 1966, Guerlain ushered in a new visual identity for its product presentation — a move that reflected both modern elegance and postwar optimism. The house replaced its long-standing blue diagonal wrapping paper with a more contemporary design featuring the stylized Guerlain “G” set within gray polka dots on a crisp white background. Collectors fondly refer to this as the “coffee bean” pattern for its resemblance to neatly scattered beans across a tabletop. This design was sometimes used not only as wrapping paper but also as printed cardboard packaging for soaps, powders, skincare and other perfumed goods, creating a cohesive, instantly recognizable look across the brand’s offerings. Each package bore a sunny yellow label displaying the fragrance name, Guerlain catalog number, and the classic Marly horse emblem — a small but distinguished nod to the brand’s heritage.

Guerlain’s decision to modernize its packaging during this period was both strategic and symbolic. The 1950s marked a new cultural and economic era — one defined by sleek design, optimism, and consumer sophistication. The “coffee bean” motif offered a cleaner, more minimalist aesthetic that felt current yet retained the refinement associated with the house. It represented a bridge between tradition and modernity, echoing Guerlain’s ongoing evolution while staying true to its roots in French luxury. This new style helped position Guerlain alongside other mid-century design leaders, appealing to a generation that valued both quality and contemporary taste.

If your Guerlain product remains factory sealed in its “coffee bean” wrapping, it deserves careful preservation. To open it safely, use a sharp X-Acto knife to gently lift the paper’s corners at the top and bottom seams, allowing the box to slide free without tearing the delicate design. Once removed, store the wrapping in an acid-free plastic sleeve or archival bag, along with your presentation box. This original packaging is not only an attractive artifact but also a valuable dating tool that helps authenticate the item’s period of production. Preserving it adds both historical and collector value, as intact mid-century Guerlain wrapping has become increasingly scarce.

Even so, it is advisable to open the packaging and inspect the contents inside. Over decades, perfumes can leak, evaporate, or stain the interior box unnoticed beneath the sealed paper. Confirming the condition of the bottle and verifying its fill level ensures the piece remains in the best possible state. By preserving both the fragrance and its presentation materials, you safeguard an authentic piece of Guerlain’s postwar design history — a moment when the house redefined luxury for the modern age.