Hermès’ orange box was born into difficult circumstances. But today, it has become a symbol of luxury, elegance and elegance. Orange also became a non-logo identity for Hermès.
How did Hermès orange become a famous fashion color?
Orange is associated with energy and cheerfulness. But in the fashion world, it is also associated with high-end artifacts from the Hermès brand. Orange is ubiquitous in the Hermès world, from the splashes of Hermès Carré silk scarves to handbags and nail polish. But the most famous is the outer boxes with black ribbons and the signature H logo of the fashion house.
Hermès calls her classic orange hues Orange, Orange H, or Classic Orange. In the Hermès palette, it’s color code number 93.
To protect its exclusivity for orange, Hermès requested that the Pantone Color Science Institute not list this color code in the standard Pantone palette. Therefore, no one knows the exact Hermès tinting formula to create this color code.
Hermès orange tones are bright, clear, and full of energy and vitality. Orange is said to combine the strength and passion of red and the joy and optimism of yellow.
In some European cultures, orange is used in the royal family. In Central and South Asia, it is seen as a spiritual color. In China and Japan, orange is associated with prosperity and good health.
Although the decision to change from black to citrus started from an accident. However, it was also the turning point in the brand’s revolutionary history. And today, orange for the ladies of Hermès is a symbol of elegance, quality, and joy through fashion.
In the beginning, Hermès actually used packaging with a textured imitation of pig skin, cream or light brown, dark brown borders, and a golden logo. However, when World War II broke out in 1938, the war caused a shortage of raw materials in Europe. Many necessities became scarce including milk, sugar, silk, steel, and even dyes. And of course, this has also affected the production of Hermès packaging.
In 1942, France was occupied by Nazi Germany. The supply of many production materials was cut off, including Hermès packaging material. Brands must make use of what is left in the workshop. Incidentally, it was orange cardboard, a color that no brand wanted to use.
In 1949, Emile-Maurice Hermès added a dark chocolate Bolduc ribbon. In 1960, the box was decorated with brown edges. Since then, this box has not changed much, except for the addition of many sizes.
Also at this stage, Hermès fixed a fixed orange color to become the brand identity. The reason for this is that the third generation of the Hermès family – consisting of businessmen Bertrand Puech, Jean-Louis Dumas, and Patrick Guerrand – realized that many of its customers carried an orange box on the street. Brands are also starting to see orange as a color that represents their personal identity.
In 1994, Hermès’ orange box won the prestigious packaging Oscar. For that, the brand decided to change the entire packaging to orange – before this period, Hermès contained jewelry in gray boxes and home decor in green boxes.
Today, there are about 188 boxes of Hermès oranges in various sizes. From small boxes containing Twilly d’Hermès silk scarves to larger boxes containing the iconic Birkin bag.
Half a century later, the citrus color is still firmly associated with the brand. It represents elegance, luxury, and class. Citrus color as an affirmation of the quality that Hermès wants to send to customers. At the same time, it is also a proud legacy that the brand preserves.
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