Badoit Design & Branding BADOIT NEW IDENTITY by BETC

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Industry Water
Media Design & Branding
Market France
Agency BETC
Creative Director Jacques Laubscher
Released April 2012

Credits & Description

Category: ii. Core FMCG
Product/Service: BADOIT
Chief Executive Officer: Pradere (BETC Design)
Creative Director: Jacques (BETC Design)
Strategy: Damoiselle (BETC Design)
Account Director: Vicariot (BETC Design)
Media placement: PET Range - Supermarket - March 2012
Media placement: Glass Range - CHR - April 2012

Describe the brief from the client
Badoit asked BETC Design to design for them a new global identity, working on the new design of Badoit logotype and packaging. In mind, there were 2 main issues; upgrade perceived value to increase desire for the brand, and strengthen visual consistency of the brand range to establish it again as the iconic partner of the meal time.

Describe the challenges and key objectives

An historical French brand suffering from:
- A slow-paced brand that lacks strong positioning
- Loosing its customers
- Challengers that appear more aggressive and aspirational (San-Pellegrino, Perrier)

Challenge :
- Restoring status and 'premium-ness' as desire for the brand
- Re-establishing a strong brand image
- Taking part into a 360° approach

Describe how you arrived at the final design
To restore status and modernity to a patrimonial brand, the agency chose to combine authenticity (Saint Galmier Spring, brand birth in 1778) and hedonism (bubbly, light and joyful).

'Highlighting the essentialness of a brand relying on both past and contemporary anchorages'.

Iconic codes of Badoit were singled out and ordered. Graphic design was essential, branching off from usual food category codes (the idea was to avoid depicting the bubbles: non-differentiating within the product category).
Its spring origins were put forward as well as the brand creation date, framed in the manner of a seal.

Give some indication of how successful the outcome was in the market
No quantitative information yet, but testing results were extremely positives.