What we did . . .
• New brand identity
• New packaging design
• Photography
• Support Collateral
• Relaunch Strategy
• Project Management
• Print Management
Results
• Successful re-launch
La Moulière
OLD Branding and Packaging BEFORE Revamp
Product Overview:
La Moulière is a brand produced by Connemara Seafoods in Ireland specifically for the French export retail market.
Client Brief:
The old La Moulière brand and packaging had a very basic appearance with no aspirations beyond the low end commodity arena. The brief required the repositioning of the brand to the higher quality, upper end of the French market in order to achieve a better margin together with increased sales volumes.
The brand also had no memorable identity or personality and so required a complete radical overhaul with the only allegiance being to the old fisherman visual association.
Another key element in the revamp was the need to suggest traditional French brand/product "origins" because of the French consumers more nationalistic bias towards purchasing seafood which was of their own home produced French origin.
Solution:
In approaching this complete brand identity and packaging overhaul it was necessary to keep the branding stylish yet uncomplicated with classical overtones. The new La Moulière brand identity was designed to strongly communicate the brand's "French provenance" with strong visual links to the French seafood, fish market and coastal experience. The logo has a more premium yet traditional visual link with the long respected French seafood tradition intended to inherently communicate it's world renowned cuisine quality and superlative flavours.
We used the combination of a monotone, woodcut like feel illustration, to suggest it's more "earthy" wholesome and traditional origins coupled with the name contrasting in a flowing bold script like flourish, broadly reminiscent of fonts commonly found in French culture.
The colour palette was kept to a minimum with black used to suggested it's premium associations. The mussel serving suggestion, presented in a traditional pot, was critical in reflecting the typical and authentically French (traditional and current) style of mussel dining with presentation and consumption directly from the pot, be it high class restaurant or corner bistro.
It is a premium product in a unmistakably quality driven bag reflective of it's first class "French" origins. All subsequent support collateral developed for the La Moulière brand has also reflected the brand continuity in both look and feel.
If you'd like to know more we'd be delighted to talk with you T: +353 1 8322724
