A NEW BRAND GREENER THAN NATURE! by W&Cie for CASINO GROUP

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A NEW BRAND GREENER THAN NATURE!

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency W&Cie
Creative Director Gilles Deleris
Creative Marion Aubry
Released November 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: CASINO GROUP
Product/Service: CASINO GROUP
Agency: W&CIE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: W&CIE, Paris, FRANCE
Creative Director: Gilles Deleris (W&CIE)
Creative: Marion Aubry (W&CIE)
Media placement: LOGOTYPE AND SUPPORTS - Branding,mailing, Web... - 12/09/2009 - NC

Describe the challenges and key objectives
Through its Naming department the agency created the brand name GREEN YELLOW, combining the notions of solar and green energy. It is an empathetic name in line with the Casino Group's philosophy of promoting a positive, human vision of its activity.

Describe the brief from the client

The Casino Group has set up a subsidiary dedicated to developing photovoltaic (PV) systems; a high potential market for the Group which holds extensive property assets (shopping centres, sales outlets, etc.) and has strong ambitions in terms of sustainable development.

Describe how you arrived at the final design
The agency has created the name 'GREEN YELLOW' combining the notions of solar energy and green energy. The logo, also designed by the agency, plays on its simplicity and connivance: behind its evocative name, the is part-earth, part-person. The logo, also designed by the agency, plays on its simplicity and connivance: behind its evocative name, the is part-earth, part-person.

Give some indication of how successful the outcome was in the market

A strong, clear, empathetic brand, in line with the Casino Group's philosophy, which promotes a positive, human vision of its activity.