A new identity for Lefranc Bourgeois, the premier brand for fine artists,
balancing history and contemporary relevance.

LEFRANC BOURGEOIS

CHALLENGE

Lefranc & Bourgeois, founded in Paris 1720,
is the leading French brand of quality
paints and tools for fine artists. Over time,
and with the acquisition of other brands,
Lefranc & Bourgeois had lost visual cohesion,
across two confusing tiers. The challenge
was to rekindle residual affection for this
once-loved, iconic brand by creating
a new identity and packaging design.

SOLUTION

The new Lefranc Bourgeois logotype
confidently sets out the founders’ names,
now edited to remove the ampersand
(typically dropped when spoken). Pride in
provenance is underscored by the addition
of ‘PARIS’. Each tier now has its own ‘neutral’
palette to showcase the world of colour,
and a simple information system.

“We’re delighted with how designs are
rolling out across the oil range and are
looking forward to our imminent launch
in June. We received superb feedback from
our customers following our largest
trade fair in Frankfurt.”

Marianna Spiliotopoulos, Global Brand Director

“This is a great solution and cost-effective –
exactly what we are after.”

Lawrence Hutchinson, Consultant

“We’re delighted with how designs are rolling out across the oil range
and are looking forward to our imminent launch in June. We received superb feedback
from our customers following our largest trade fair in Frankfurt.”

MARIANNA SPILIOTOPOULOS, GLOBAL BRAND DIRECTOR, LEFRANC BOURGEOIS