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.
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