MCM

• PACKAGING DESIGN
• CONTENT CREATION

Interparfums wanted a new idea for MCM, something bold enough to stand alongside the Backpack, a fragrance that became an instant icon, yet distinct enough to expand the universe without repeating it. 

In examining the deeper codes of the brand, JMD found that what makes MCM ownable isn’t just hardware or logo, it’s personality.  Our design process focused on creating sculptural, collectible forms that feel elevated yet approachable, luxury with a wink. Each bottle from the MCM Collection carries MCM’s signature graphic confidence and luxury hardware cues, while introducing a whimsical narrative. The result is a collection designed to stand confidently beside the iconic backpack.  A new chapter that expands the MCM fragrance universe while reinforcing the brand’s playful, modern luxury ethos. 

JMD expanded this narrative with playful Fake Out of Home content to reveal the universe on social media.