Organizing the graphic assets of a luxury brand
Louis XIII is a brand like no other! Over 150 years of existence for a brand of cognac that takes you on a journey through time. But over time, while these visual codes have become more structured, the various communication campaigns, retail and digital have enriched the brand's expressions without necessarily generating consistency. As major brands are built on a coherent 360° expression of their communication, Louis XIII asked ELEF to rationalise the codes after auditing around a hundred media.
The challenge
You don't touch the codes of a luxury brand like any other. These are fragile objects whose expression builds transcendental imaginations.
Our mission was therefore to interview around a dozen people who use the brand's codes on a daily basis to understand their needs, the codes they use and to gather their analysis of each current expression.
From then on, we began to rationalise all the codes, evaluate redundancies, point out the principles that don't work and highlight the essential assets for brand recognition.
What we did
We overhauled the brand's assets and redesigned the logo to make it more stable in all sizes.
We adjusted the use of brand codes to stabilise the rules for expressing the brand.
We also worked on the typography, as the company was using too many different fonts.
The print and office templates were also redesigned.
All this was compiled in a graphic charter for use by all the company's business lines.
The outcome
A brand that is gaining in consistency of expression and, above all, in status thanks to controlled codes.
Great brands are built on the consistency of their branding. Louis XIII now has a reference document for everyday users of the brand. The brand designer's surgical work has enabled the brand to solidify its status.
What our clients say
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