brand redesign, portfolio design
A new identity for Lefranc Bourgeois, the premier brand for fine artists,
balancing history and contemporary relevance.
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.
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.”
To help celebrate 300 years of Lefranc Bourgeois, we delved into their archive.
Reframing and layering vintage assets with vibrant colour across four gift box designs,
the specific quality of each medium was showcased.
Opaque gouache, translucent oil, vibrant acrylic and intense ink.
Creativity starts from a young age, to encourage it a brand must both charm and inspire. Enter Le Petit Artiste, bringing bags of personality to this range of children’s creative products.