Being a pioneer in the offer of ecological fresh produce in French supermarkets did not spare the Vrai brand from the challenge of new market players. An identity that reflects its very nature, ecological agriculture – is a strength, but also a weakness when it comes to standing out.
The challenge was therefore to reaffirm the brand’s leadership. And nothing could work better than capitalizing on the real story behind Vrai. Emphasizing the notion of the family-owned dairy farm and making it a true point of difference: a story about men and women in harmony with nature who offer products with quality and taste.
A logo in filiation, full of meaning, an identity that capitalizes on the nobility of the “dairy” through the use of white and a modern, graphic structure. The segmentation and natural quality of the products were reinforced by using the animal, the color scheme and simple, appealing visuals.