Etienne Bouvet, at the height of his success, received an anonymous letter simply detailing a coat of arms on a sheet of paper. From this letter, the arms of Bouvet Ladubay were born (drawn by the Monks of Saint-Florent): two silver lions symbolising courage, strength and righteousness, and also the symbol of the guardian of Ogmius, the Celtic deity of opulence.
Etienne Bouvet offered each of his privileged customers the possibility to have their own personalised label, ensuring a high loyalty of the clients. He also became the official supplier to the British government by receiving "The Appointment of the House of Lords", one of his greatest achievements.