Project Summary
BRAND VISUAL
IDENTITY
STRATEGY & DESIGN
We helped develop new positioning for La Petite Centrale, a home-goods retailer. Several brand applications were created, from a new logo to event applications.
Our main focus: to visualise the dynamic brand personality. We created a refreshed corporate identity based on three new visual concepts: discovery, playfulness, and contrast. These are the core concepts La Petite Centrale’s new visual identity was built on.
Location
Normandy, France
Industry
Home-goods retail
BRAND VISUAL IDENTITY
STRATEGY & DESIGN
Location
Normandy, France
Industry
Home-goods retail
We helped develop new positioning for La Petite Centrale, a home-goods retailer. Several brand applications were created, from a new logo to event applications. Our main focus: to visualise the dynamic brand personality. We created a refreshed corporate identity based on three new visual concepts: discovery, playfulness, and contrast. These are the core concepts La Petite Centrale’s new visual identity was built on.
BRAND IDEA
AUP’s previous brand concept focused emphasis on the University and the exclusive community that prospective students might join. To better appeal to the University’s new target audience, we refocused the brand concept on the exciting potential for discovery in each individual student’s unique journey.
BRAND IDEA
AUP’s previous brand concept focused emphasis on the University and the exclusive community that prospective students might join. To better appeal to the University’s new target audience, we refocused the brand concept on the exciting potential for discovery in each individual student’s unique journey.
VISUAL DESCRIPTORS
Core visual concepts
Our visual identity is based on three Core Visual Concepts that work together to communicate our dynamic brand personality.
DISCOVERY
We stack design components and crop elements in our compositions, leaving a dynamic feeling that there is something hidden for people to discover.
PLAYFULNESS
Though we are structured, we are also playful and often demonstrate this with 3D, floating, or diagonal elements that violate flat orthography.
CONTRAST
True to our “designy” nature, our visuals embrace the juxtaposed combinations of minimalism & excess and edginess & refinement.
THE LOGO
La Petite Centrale’s primary logo is a sleek, refined typographic presentation of the brand’s name. It represents the stability, dependibility, and professionalism that is core to everything LPC does and is meant to be used dynamically in combination with other brand elements.
TYPOGRAPHY
La Petite Centrale’s primary logo is a sleek, refined typographic presentation of the brand’s name. It represents the stability, dependibility, and professionalism that is core to everything LPC does and is meant to be used dynamically in combination with other brand elements.
Main Font
Special Font
Lingerie Typeface
Lingerie Wild Pro Chimera X
Special Font
Lingerie Wild Pro Chimera X
The 3D Effect
La Petite Centrale also uses a custom 3D version of Lingerie Chimera which gives the font greater dimensionality. The 3D version can be used when it suits a composition except in cases, such as in the “C” logo when it challenges legibility.
Body Font
La Petite Centrale also uses a custom 3D version of Lingerie Chimera which gives the font greater dimensionality.
APPLICATIONS
CLIENT PROFILE
La Petite Centrale is a multi-brand home-goods retailer. They connect innovative international brands with French retailers. As a commercial agency with over 20 years of experience on the French gift, design and decoration market, they specialise in launching new brands on the French market and in helping them build a solid constituency of clients. La Petite Centrale believes the best designs tell a story worth hearing therefore actively seek partnerships with designers and brands who share this philosophy. This is what they continue to do for over 500 shops and concept stores across France.
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