Zig Zag (Zebra) Packaging c1967-1983.
Beginning in 1967, Guerlain introduced a bold new black and white packaging design that reflected the modern elegance and graphic sophistication of the late 1960s. The boxes featured a distinctive zigzag-like pattern, a striking departure from the soft colors and traditional motifs of earlier decades. This dynamic design brought a sense of contemporary style and visual energy to Guerlain’s presentation, aligning the brand with the evolving aesthetic of the era—one that embraced geometric precision and minimalist contrasts.
At the center of each box was a raised golden medallion, embossed with the name of the fragrance or cosmetic product, framed by the iconic Guerlain signature. The medallion served as both a seal of authenticity and a luxurious focal point amid the monochromatic pattern. This combination of matte black, crisp white, and gleaming gold lent the packaging an unmistakable air of refinement, signaling that Guerlain remained at the forefront of both fashion and perfumery presentation.
The black-and-white zigzag design became instantly recognizable and was used consistently across the brand’s fragrances, cosmetics, and skincare lines for more than fifteen years. It represented a bridge between classic French luxury and the modernist impulses of the late twentieth century. By 1983, Guerlain retired this look in favor of a new aesthetic direction, one that reflected the brand’s continuing evolution and the growing emphasis on sleek, contemporary minimalism. Nonetheless, the 1967–1983 packaging period remains iconic, capturing a moment when Guerlain successfully merged timeless elegance with mid-century modern sophistication.
used from 1967 until 1983
advertisement from 1969.
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