Nothing says « Je t’aime » like a heart, whether it is a message to a lover or for your mother. The connection is immediate and universal. Because everybody uses the same classic motif, Cailler has to find an ownable way to apply the heart. This proposal links the heart shape to one of the core brand properties of the Cailler brand, the papercut from M. Dubuis, and once again uses it to bring a high level of storytelling to the pack. The flexibility of the storytelling in this concept allows it to be applied to both Femina and Frigor, creating a harmony between these two sub- brands within the Cailler range. The goal, in line with the brief, was to ensure that one single design is suitable for both these occasions.