Artistic collaboration 1664 Blanc × Jean-Charles de Castelbajac
Summer Limited Edition
About the Collaboration
The 1664 Blanc Summer Olympics Edition
French beer brand 1664 Blanc collaborated with iconic Fashion designer and artist Jean-Charles de Castelbajac for a colourful pop summer Olympics edition. Thus, the collaboration marks a major artistic shift, enabling the brand to enhance its image and attract new consumers.
Meanwhile, this partnership merges 1664 Blanc’s identity with Castelbajac’s pop aesthetic, transforming each bottle into a creative canvas while still preserving the brand’s signature codes.
For this edition, Castelbajac reworked the iconic blue bottle with bold hues, sun and cloud motifs, and playful collages that evoke summer. His signature colours naturally echo the universal color palette of the Olympics logo, celebrating the upcoming Olympics in Paris.
Campaign Activation
A 360° campaign for summer
This Olympics Edition showcases JCC’s iconic colors on limited-edition cans, bottles and packaging. The campaign unfolded with a launch event just before the Olympics. It was activated on trade in over 100 bars with branded glasses, t-shirts, and a signature cocktail, alongside retail and digital campaigns celebrating 1664 Blanc’s festive creativity.
Visual Codes
Assets
- Design
- Experience
ABOUT THE ARTIST
Jean-Charles de Castelbajac
French fashion designer Jean-Charles de Castelbajac helped shape the contemporary language of fashion by bringing art, sport, cartoons, and collaboration into the core of his designs. Each creative universe he engages reflects a deep attachment to history, childhood, and poetry. Jean-Charles de Castelbajac’s signature use of vivid primary colours gives his work an immediate, unmistakable presence. A multidisciplinary artist with a transversal vision, he has long rejected rigid borders between fashion, art, and design. Over a career spanning more than five decades, he has built a singular legacy through projects and creative collaborations with cultural icons, artists and brands.
OTHER WORKS
CNY and Valentine’s Day limited editions, translating the rose into a tactile universe of memory and scent.
Chinese New Year limited editions, bringing creative heritage to life.
A collector’s Zodiac limited edition where the Horse embodies the passage of time.
