caroline benech

art direction & brand image


Creation of the new visual identity,
graphic guidelines, brand book

In 2004, la maison Fauchon wanted to evolve its brand image: corporate identity, stores, advertising campaigns, commercial calendar animation, and packaging. While retaining all the trades of luxury fine grocery, the adopted strategy was to break with traditional codes in order to bring forth an aesthetic more common in fashion or cosmetics.
The mirror monogram designed in the 1930s was readapted to mark, according to a new charter, packaging, pastries, business cards, as well as all visual supports. Black and white became a signature. Magenta acts as a boldness revealer for a brand that is a reference in its field... and will subsequently be copied by a large number of French patisseries.


fauchon brand book fauchon brand book noir et blanc fauchon brand book boites eaux pochettes madeleines fauchon sac boutique fauchon design et image


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see also: Fauchon packaging

© Copyright Caroline Benech