Badoit: BADOIT GLOBAL REBRANDING

Credits & Description:

Advertiser: DANONE EAUX FRANCE
Agency: BETC DESIGN
Category: Core FMCG
Creation Director: Aurélia Jacques (BETC Design)
Account Director: Adrien Vicariot (BETC Design)
CEO and Brand Director: Christophe Pradère (BETC Design)
Design Strategist: Juliette Damoisel (BETC Design)
Creative Director: Sébastien Leridon (BETC Design)

Brief Explanation
Resolve the brand paradoxes:- How to be joyful (joy = brand idea) and statutory at the same time?- How to give a modern expression to the brand’s inheritance?- How to insist on the product naturality without being boring?- How to embody the promise of Badoit: transforming everyday meals into exceptional moments?

Implementation
Response: the 'Grand cru' of water'Grand Cru' stands for pleasure and status at the same time. It links Badoit to gastronomy and celebration.- Simplification around the most iconic signs- Suppression of bubbles (functional and non-differentiating into the category)- Color iconisation: the traditional green has been freed from its box to be applied extensively; the shading has been removed to obtain a more memorable color- Logotype has been redrawn in a more elegant typography- Authenticity signs have been pushed forward: the Saint-Galmier source and the 1778 date set in a wire-cap seal (plaque de muselet)

Client Brief Or Objective
Rethink the global brand universe in order to:- Provide a new desirability to Badoit- Reunify the product range in a more statutory and modern graphic universe- Boost the sales- Quit the historical but not aspirational positioning on digestion

Outcome
Best results in 'buying intention' ever for the pannel institute in any fields!Positive evolution of all the targeted image items : 'prestige', 'desirability', 'associated with gastronomy.'Sales increase.