BRAND TERRITORY Archives - Desdoigts & Associés

Faurie moving on

Brief

"I want our company to be futureproof. How can we pass on a healthy group that understands and anticipates the profound changes in the automotive sector?" Marc Faurie - Chairman - Faurie Group.

Idea

Refocus the brand around its founding values: expertise, respect, facilitation, passion for service and agility. Reposition the company as a mobility group rather than an automobile dealership by developing ancillary services. Capitalise on the "F" in Faurie to illustrate its positioning and translate it into the baseline: "Avancer Autrement".

Expertises

VAJA by SHABO

Brief

To develop an exclusive range. The rarest vintage wines of Shabo, selected, aged and kept at the estate. They are brought together in a collection of exceptional refinement.

Idea

The vine boletus, its bark, its movement, its nodes: it is the link between the soil, the plant and the sky. It is the precious icon of the exclusive collection. Vaja's signature marks the precious bottles.

Expertises

BRAND TERRITORY - Packaging - VISUAL IDENTITY

NOCIBÉ

Brief

How to revitalize the brand to gain differentiation from historical and emerging competitors and a beauty market in full mutation?

Idea

Reposition the brand around a strong idea: proximity
Bring the brand platform to life with an impactful and modern identity, embodying the brand idea and the founding values of the brand: attentive, generous, spontaneous.
Decline this new identity on all the brand's media.

Expertises

BRAND PLATFORM - BRAND STRATEGY - BRANDING - VISUAL IDENTITY

MAISON PSYCHE

Brief

Create and strong and impactful visual identity and brand territory for one of the most high-end perfume existing, shaped by time into oak barrels in the manner of the finest cognac.

Idea

Designing of an identity at the crossroads of the spirits and beauty worlds with the butterfly as its emblem.
An impactful brand territory, notably with the creation of a packaging ritual echoing the gestures of the butterfly's wings during its flight.

Expertises

BRAND EXPERIENCE - brand identity - Packaging - VISUAL IDENTITY

FRANCK PROVOST

Brief

How to create a hair care brand that provides the best of both worlds: a clean beauty composition and a technical approach.

Idea

A range with a bold identity: simple and pure.
Natural and mineral ingredients inspired a natural-tone-color-palette and a classic yet joyful typeface.
Franck Provost is now a pioneer of clean hair care movement.

Expertises

MY BLEND

Brief

To design a differentiating and impactful identity for a brand whose ambition is to revolutionise the beauty of tomorrow.

Idea

Back to the roots: A minimalist and pure identity. Simplicity, expertise and efficiency are combined in an uncompromising creation for true and essential beauty, perfectly embodying the myBlend promise: Strong, healthy, and radiant skin.

Expertises

BRAND EXPERIENCE - BRAND PLATFORM - DESIGN VOLUME - INNOVATION & TRENDS - Packaging - VISUAL IDENTITY

ABELÉ 1757

Brief

Henri Abelé is the 5th oldest champagne house.
To create a new differentiating positioning and redefine the visual identity of the brand as well as its entire range of products to ensure its move upmarket.

Idea

To position Henri Abelé as a confidential jewel that has to be found and that we are eager to share, illustrated by an emblem representing the door of its cellars.
An identity based on the know-how acquired by the brand for more than two and a half centuries, its human scale and its long-term approach, which allows the wines to reach a perfect maturity to make exceptional champagnes.

Expertises

BRAND PLATFORM - BRAND TERRITORY - NAMING - Packaging - VISUAL IDENTITY

LIERAC HOMME

Brief

Revitalize the image of the men's range by moving upmarket and simplifying the messages for men.

Idea

To create an identity for men within the Lierac universe.
A direct, uncluttered approach that is in tune with the times, based on simplicity and efficiency.

Expertises

ADVERTISING - BENCHMARK & AUDIT - BRAND CONTENT - BRAND TERRITORY - BRANDING - INNOVATION & TRENDS - Packaging - VISUAL IDENTITY

ESKA COMMUNICATION

Brief

ESKA is the world leader in 100% recycled cardboard.
Design an impactful communication campaign to establish the positioning of the brand and increase its notoriety.

Idea

A colorful campaign based on the ESKA® Colours range, illustrating with humor and delicacy expressions around colors. An article inviting web users to visit a virtual gallery was created for the occasion.

Expertises

ADVERTISING - BRAND CONTENT - VISUAL IDENTITY

ST-RÉMY SIGNATURE

Brief

Search for a name, create a specific volume design and a unique and differentiating visual identity for the new brandy of the world leader Saint-Rémy.

Idea

A "Signature" bottle full of roundness, softness and elegance, perfectly illustrating the vision of master blender Cécile Roudaut for her first original creation.

Expertises

Packaging - VISUAL IDENTITY - VOLUME & PACKAGING DESIGN

CLARINS BRIGHT PLUS

Brief

Clarins, the European leader in women's cosmetics, asked the agency to work on a new bottle shape specially tailored for the Asian market for the re-launch of its Bright Plus serum in 2020.

Idea

A more premium volume, all in roundness and softness for a product conveying modernity but also lightness, freshness and delicacy.
A new serum that is more up to date and in line with the new expectations of women.

Expertises

Packaging - VISUAL IDENTITY - VOLUME & PACKAGING DESIGN

WOODEUM

Brief

Woodeum, specialist of new generation, made from solid wood, low-carbon building, wishes to renew its brand image and the way the brand communicates.

Idea

We repositioned the brand around its core values: pioneer spirit, expertise, commitment and respect by creating a new style.

We created new communications media aligned with the brand’s new image.

Expertises

LAZARTIGUE

Brief

Lazartigue, a hair care expert, wishes to renew its brand’s and packaging’s identity in order to display the brand’s new positioning statement.

Idea

We portrayed the brand’s historical naturality by creating a graphic and colour universe and a vegan and botanical visual.

Expertises

SHABO

Brief

We've been asked to use this new positioning for the restyling of their wine collection by :
making more distinct the differentiation between various kinds of wines of the brand.

Idea

We used the grape, as a strong brand identity component, but we deconstructed the realistic and previous approach to rebuild it in a more modern way.

Expertises

BRAND TERRITORY - Packaging - Visual Art Direction

ESKA

Brief

ESKA is the worldwide leader in 100% recycled cardboard.

Redefine the brand platform in order to turn the brand’s status from “raw material provider” to a “partner” for brands.

Idea

We positioned ESKA as architects of identity materials, in order to position it as a premium and creative partner for brands and their packaging solutions.

Therefore, we created ESKA Gallery, a new place for creative inspiration, supporting the brand’s new style.

Expertises

ADVERTISING - BRAND CONTENT - BRAND PLATFORM - EVENT DESIGN - sound design - Visual Art Direction - VISUAL IDENTITY - web design

NICOLAS FEUILLATTE

Brief

NICOLAS FEUILLATTE (the first brand sold in France and the 3rd largest brand in the world) asked DESDOIGTS ET ASSOCIÉS to redefine its new visual identity, the entire range of products and its move upmarket.

Idea

A new emblem that repositioned NICOLAS FEUILLATTE as the biggest champagne brand of winegrowers, where men and nature merge into a more authentic, more emotional and more qualitative symbol.

Expertises

BRAND PLATFORM - BRAND TERRITORY - MOTION DESIGN - Packaging

ST-RÉMY

Brief

We’ve been asked to rebuild the brand platform and visual identity of the world's brandy leader, SAINT-REMY, and to apply this new expression to all supports of the brand.

Idea

We rebuilded the SAINT-REMY brand identity around a new symbol: “the lion armed with an axe”.
We studied the history of the brandy and found a relevant symbol in relation to the origin of the product (“Brandewjin” which means “burnt wine” in Norwegian) and to the DNA of the brand (every blazons of Norwegian kings are constructed around lions armed with an axe).

Expertises

ADVERTISING - BRAND CONTENT - BRAND PLATFORM - DESIGN VOLUME - DRAMATIZATION & EVENT DESIGN - MERCHANDISING - MOTION DESIGN - Packaging - Visual Art Direction

APEF

Brief

We’ve been asked to re position APEF.

Idea

In a highly competitive context, we decided to position APEF as a deeply human brand, which believes in the strength of a human and efficient service.

Expertises

ADVERTISING - BRAND CONTENT - BRAND PLATFORM - VISUAL IDENTITY - web design

BIOGARAN

Brief

In a market largely dominated by well-known brands, we’ve been asked to differentiate Biogaran's OTC drugs with an innovative concept.

Idea

We created a graphic universe with a specific visual, the dialogue bubble, as a link between the patient and the pharmacist. A chromatic game that makes it easier to differentiate each therapeutic category.
A closer, more simple and more effective approach.

Expertises

BRAND PLATFORM - Packaging - VISUAL IDENTITY

ARAKU

Brief

Araku is the largest coffee plantation in the world,
both certified in organic and bio dynamic
agriculture.
The brand was born from a social project
gathering 10 000 farmers entrepreneurs
under the same cooperative.

We’ve been asked to design the brand’s very first boutique.
in Paris.

Idea

One foot in Bombay, one foot in Paris.
A very parisian bistro space with 2 zincs to savour and share.
A very indian atmosphere, full of energy with its floor at the Araku brand’s colours and its forest decor that carries us at the heart of the Araku’s valley plantations.

Expertises

BRAND CONTENT - INTERIOR DESIGN

CLARINS

Brief

CLARINS the European leader in cosmetics for women questioned the coherence across their product ranges. Including the perceived value of the brands’ products and the aging of part of their clientel.

Idea

Clarify, modernise and reconstruct the emotional values of Clarins.
A redefinition of the brand’s codes by creating a system of logic, according to theme. Creating added perceived value in technicality and status.
A new brand spirit that is more actual, more statutory and more in line with the founding values of the brand.

GRAND PRIX STRATÉGIES DU DESIGN
PENTAWARD D'ARGENT
PRIX SUPER DESIGN

Expertises

BRAND TERRITORY - DESIGN VOLUME - INNOVATION & TRENDS - VISUAL IDENTITY

DALKIA SHOWROOM

Brief

Dalkia, despite its 80 years experience in the energy field, still suffers from a lack of notoriety and is unable to communicate effectively its expertises. How to move from a language of engineers to a form of communication more accessible to the public.

Idea

Write a scenario including the expertises and introduce a mascot to help comprehension for all ages.

Expertises

BRAND CONTENT - BRAND TERRITORY - EXPERTISES - INTERIOR DESIGN

SHABO

Brief

To construct a strong and premium brand portfolio for range of Ukrainian wines and spirits so as to prepare and assure their international development.

Idea

Put in place the brand’s essence, the grape. A sign of quality and wealth from a Ukrainian vineyard.

Expertises

BRAND PLATFORM - BRAND TERRITORY - DRAMATIZATION & EVENT DESIGN - INNOVATION & TRENDS - Packaging - PUBLISHING - STYLE BOOK - VISUAL IDENTITY

RENAULT

Brief

How to develop a brand universe that illustration the passion of quality through a more elegant and emotional graphic universe for a simpler and more aspirational international use.

Idea

To reintroduce the brand in a "Passion for life" universe through three main elements : modernity, quality and emotional power.

Expertises

BRAND TERRITORY - EVENT DESIGN - INTERIOR DESIGN - PUBLISHING - STYLE BOOK - VISUAL IDENTITY

LA MERINGAIE

Brief

Imagine a fresh, delicate and greedy universe around the meringue.

Idea

To design a virual identity as a symbol of an art and a gesture.
To showcase the know how through the preparation of the meringues.
To evoke the lightness through a sculptured wall inspired by the whipped cream

Expertises

BRAND CONTENT - BRAND TERRITORY - INTERIOR DESIGN - Packaging - VISUAL IDENTITY

CERFRANCE

Brief

To restore meaning to the brand and federate all the members of the networks, main actor of collective brand dynamic.

Idea

To present the reality of the brand : an association of men from different territories, looking towards the same direction.

Expertises

BRAND TERRITORY - VISUAL IDENTITY

DALKIA

Brief

Create a new showcase for Dalkia to express the expertise of the brand.
Imagine a collective area that accommodates all the different skills of Dalkia.

Idea

A hive of energy and colour. A highly interactive space connecting Dalkia to its customers.

Expertises

INNOVATION & TRENDS - INTERIOR DESIGN - VISUAL IDENTITY

ARDEA

Brief

What does a cleaning brand look like that incarnates the trends of the marketplace and the needs of the consumer? (Made in France, efficient, Innovate, Authentic.)

Idea

Paulette.
A brand of legendary efficiency that has created a real difference to a marketplace that is often dominated by brands codes of disembodied efficiency.
This trusted brand, lively and real, shows its confidence through a character ‘Paulette,’ who embodies authenticity and Frenchness.

Expertises

BRAND TERRITORY - INNOVATION & TRENDS - NAMING - Packaging - VISUAL IDENTITY

NUXE

Brief

Refresh the Nuxe packaging and enforce the brands founding values.
(Naturalness, performance and sensuality.)

Idea

An art direction, modern and contemporary; placing nature and its performance at the heart of the brand.

Expertises

Packaging - Photography - Visual Art Direction - VISUAL IDENTITY

MARIONNAUD

Brief

Rethink the beauty range of Marionnaud and assure its credibility.
Rejuvenate its target, to better express its positioning.

Idea

Install strong brand codes to promote the brand status. Differentiate between the ranges by redefining the experience of buying beauty products in multiple. (The reason for the ampersand is symbol.) And create a scenography of textures to highlight the brands sensuality.

Expertises

BRAND PLATFORM - Packaging - Visual Art Direction - VISUAL IDENTITY

TEVA

Brief

How to prove the engagement of the brand TEVA (world leader in generic medicines) and embody this as its ‘customer pact.’

Idea

A new graphic guideline that improves adherence and safety in medical use.
Clearer packaging that is more legible, identifiable and simpler to use.
A new colour system was created that distinguished the difference between the medications for the patient and easier identification for the pharmacist.

PRIX DE L’INNOVATION PHARMAPACK 2015

Expertises

BENCHMARK & AUDIT - BRAND TERRITORY - Packaging - Photography - Visual Art Direction - VISUAL IDENTITY

TBS

Brief

Accompany TBS’s positioning, redefining the brand and style of instore experience.

Idea

Promote the brand in affirming its commitment to nature, comfort and the sea and re-anchor the brands expertise to its original territory, the sea.
Create a shopping experience in a new concept store, ‘Pontoon’ which symbolises the new brand positioning, ‘Between land and sea.’

Expertises

BRAND PLATFORM - BRAND TERRITORY - INNOVATION & TRENDS - INTERIOR DESIGN - Packaging - STYLE BOOK - VISUAL IDENTITY

LAROCHE

Brief

Laroche is a name of note within the Chablis appellation. To co-inside with the numerous vineyards Laroche had acquired abroad, the company wanted to develop a strong and aspirational brand to ensure its development as a reference as an international French brand.

Idea

To pass from its incarnation as a wine producer, to a brand. This was done by developing an emblem, a territory and a tone of communication that is distinctive and feminine. (Breaking with the straditional codes of the sector.) Capitalising on the brands new positioning. ‘A return to the senses.’ (See, feel and taste.)

Expertises

ADVERTISING - BENCHMARK & AUDIT - BRAND PLATFORM - BRAND TERRITORY - Packaging - PUBLISHING - Visual Art Direction - VISUAL IDENTITY

LA MAISON DU CHOCOLAT

Brief

Define for La Maison du Chocolat, a territory, style and experience that can accompany the brand in its evolution to being a more premium brand.

Idea

To place chocolate to the level of ‘Art,’ by creating a whole new universe for La Maison du Chocolate. Uplifting its status in parallel to a luxury (fashion) house, rather than a brand.
With this in mind all of the codes of a luxury (fashion) house were deployed; bringing together and valorising its expertise, sensory experience, scenography and rituals.

Expertises

BRAND EXPERIENCE - BRAND PLATFORM - BRAND TERRITORY - INNOVATION & TRENDS - INTERIOR DESIGN - Packaging - PUBLISHING - Visual Art Direction - VISUAL IDENTITY

LACOSTE

Brief

Accompany Lacoste in its brand rationalisation, management and brand development on all licenses.

Idea

Following the premise, ‘Lacoste, everyone loves the crocodile but not everyone wears him the same way. Meant that a strategy of different ways of how a brand could be worn according to behavioural typologies was determined.
A new branding system was applied for all textiles and accessories, including eyewear etc.
The brand’s universe and territory of expression was also completely reorganised.

Expertises

BRANDING - FASHION DESIGN - INNOVATION & TRENDS - VISUAL IDENTITY

LA BELLE ILOISE

Brief

Support the development of the brand by defining its new territory and rethink the brand’s containers.

Idea

A business model of ‘bundling’ was used to give a new life to the brand. This was done by developing a series of containers that are ‘decorative and gourmet.’ Thus making the purchaser want to store and/or use as a gift for either oneself or friends.

Expertises

BRAND TERRITORY - INNOVATION & TRENDS - NAMING - Packaging - VISUAL IDENTITY

CARREFOUR

Brief

Becoming a real alternative to other national brands by offering over 600 credible and accessible, quality products.

Idea

Rethink what really is the role of a distributor brand? Draw on the premium beauty codes of the marketplace. Create a brand portfolio of aspirational products for every consumer type.

Expertises

BRAND TERRITORY - INTERBRANDING - Packaging - VISUAL IDENTITY

CONFODECO

Brief

Conforama, a French furnishings leader that is peri-urban wanted to launch a new city centre offer with a focus on home decoration.
What kind of brand experience and offer could be dispensed in a city centre?

Idea

Today, interior decoration is more embodied by the magazines than by the stores.
Confodeco, the first ‘magazine to store’ that offers all home decoration live…
To be always on the same page!
The new brand consulting service for home decoration, for those who look for products in town and ‘deco’ services. Completely adapted to the trends of urban living.

Rework the offer to target an urban audience and create an area that is evolving and accessible. Featuring the latest trends and contemporary objects.

GOLDEN BRICK FOR BEST RETAIL STORE

Expertises

BRAND EXPERIENCE - BRAND PLATFORM - BRAND TERRITORY - INNOVATION & TRENDS - INTERIOR DESIGN - PUBLISHING - VISUAL IDENTITY

CLARINS MEN

Brief

CLARINS the European leader in cosmetics for women wanted to extend its offer to men.
How could CLARINS benefit from its brand capital, without betraying its female clientel?
How do you seduce a male clientele to a brand that, ‘till now is exclusively feminine?

Idea

Creation of the brand CLARINS FOR MEN supported by a new language in the form of pictograms.
A simple idea, a language exclusively masculine with a dose of humour and short product range for an immediate impact. (Number two worldwide in six months.)

Expertises

BENCHMARK & AUDIT - BRAND TERRITORY - DESIGN VOLUME - INNOVATION & TRENDS - Packaging - VISUAL IDENTITY

HAGER

Brief

Create Hager as a master brand, by regrouping the different brands of Hager under one name. Federating the group’s actions, better drive its values and ensure a development as an international group.
Repositioning the group’s image, ensuring its identity and territory of expression.

Idea

Creation of a brand territory and system that is signified by a symbol that cuts across whole brand; the ‘Colon.’ Thus embodying a key element of the brands positioning as a ‘brand with solutions.’
A group that really is united and human.

Expertises

BRAND PLATFORM - BRAND TERRITORY - INTERBRANDING - INTERIOR DESIGN - PUBLISHING - STYLE BOOK - Visual Art Direction - VISUAL IDENTITY - web design

YVES SAINT LAURENT

Brief

Develop a new skincare range that reflects the brand’s core values. (Integrity, simplicity, elegance.)

Idea

Reinvent a pure movement of beauty, with a style minimalist, in line with the brands new philosophy, ‘Body & Soul.’

Expertises

BRAND TERRITORY - INNOVATION & TRENDS - Packaging - VISUAL IDENTITY - Volume

ATLANTIC

Brief

Rebuild the brands identity by differentiating the two main brand groups, Atlantic and thermor. Each brand offering a specific brand territory in terms of communication (branding) and industrial design (products.)

Idea

Signify through their visual identity, Atlantic’s multiplicity of expertise.
(Heating, air conditioning, new energies.)
An image of movement and a personality of modern brand, which is applied across the identity. Right down to the product design.

Expertises

BENCHMARK & AUDIT - BRAND PLATFORM - BRAND TERRITORY - INNOVATION & TRENDS - Product Design - PUBLISHING - STYLE BOOK - VISUAL IDENTITY

MOUNT GAY

Brief

How do you reposition the brand Mount Gay so that it can compete with its rival premium whisky and cognac brands?

Idea

Mount Gay Rum is an artisan brand of where the highest premium rum is 300 years old, the oldest rum in the world.
In the optic of making the brand more premiums, the brand group RÉMY COINTREAU anchored the brand around its history. This was done by putting the year of its birth, 1703 at the heart of the brand’s identity.
An aspect of ‘craft’ was also included, so as to link the brand to the current trends in the luxury universe.
A total repositioning, ‘crafted & refined’ for each element of the mix to re-launch this cult brand from Barbados.

Expertises

BRAND PLATFORM - BRAND TERRITORY - INNOVATION & TRENDS - Packaging - STYLE BOOK - VISUAL IDENTITY - Volume

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Faurie moving on

VAJA by SHABO

NOCIBÉ

MAISON PSYCHE

MAISON PSYCHE FILM

FRANCK PROVOST

MY BLEND

ABELÉ 1757

LIERAC HOMME

ESKA COMMUNICATION

ST-RÉMY SIGNATURE

CLARINS BRIGHT PLUS

ESKA FILM

WOODEUM

LAZARTIGUE

SHABO

ESKA

NICOLAS FEUILLATTE

ST-RÉMY

APEF

SHABO FILM

NICOLAS FEUILLATTE FILM

BIOGARAN

ST-RÉMY FILM

ARAKU

CLARINS

DALKIA SHOWROOM

SHABO

RENAULT

LA MERINGAIE

CERFRANCE

DALKIA – COMMUNICATION MOVIE

DALKIA

CERFRANCE – TV ADVERTISING CAMPAIGN 2016

ARDEA

NUXE

MARIONNAUD

TEVA

ARDEA – FILM

TBS

LAROCHE

LA MAISON DU CHOCOLAT

LACOSTE

LA BELLE ILOISE

CARREFOUR

CONFODECO

CLARINS MEN

HAGER

YVES SAINT LAURENT

SHABO – FILM SPOT

ATLANTIC

MOUNT GAY

CERFRANCE – TV ADVERTISING CAMPAIGN 2016