Scope: Rebrand, Strategy, Copywriting, Advertising
“Charles Viancin” is a French industrial company dedicated to delivering quality silicone kitchen accessories internationally. Ranging from airtight lids to cooking utensils to bottle stoppers, each product is inspired and made to replicate the unique features of natural flora.
The current company is branded under the designer’s name, which, besides the tagline “Inspired by Nature”, does not give much information as to what the products are or do. Additionally, the current brand just follows a generic green theme with gradients and does not have much of a feel or identity.
With the rebrand, the focus was put on the novelty of the products, running with the playful nature and adopting a fun persona.
The Vert mark combines the visual language of plants and growth with the V letterform, reading as both a closeup of a stem and leaf as well as a stylized letter. As the greenery imagery speaks to the obvious nature connection of the company, the distilling of the V down to basic shapes too contributes to the brand message and mirrors the simplicity surrounding the company.
Food preparation is such a fundamental part of the human experience. Through cooking, mindful attention is placed on the food and it itself becomes the star of the show. Similarly, the trademark strives to achieve the same attitude, downplaying its visual weight and letting the food and the products speak for themselves.
Color was chosen with freshness in mind. The primary brand color evokes a sense of vibrancy and life to mirror the spirited nature of the products.
A distinct photo style utilizes a kind of variable secondary color palette to place product photos in context. Drawing from the product's own hues, a subdued flat background color is chosen to give the product its own environment.
Avenir Next was chosen for it's uniform weight and clean lines to pair with the simple trademark for a crisp look.
Vert is a company that specializes in kitchen supplies and accessories based off of imagery found in nature. With such creativity and sense of play, it's only fitting that the brand voice should match those attitudes.
Throughout its interactions, Vert employs many puns and idioms in their calls to action, speaking to the whimsical and those who don't take life too seriously.
Full-page magazine ads, to be found contextually in homemaking or cooking magazines, introduce readers to the unique quality of Vert silicone lids. Featuring large product images, simple backgrounds, and fun headlines, the novelty quality of the products shines through with personality.
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