BLEUFORÊT
Defending the interests of a high-end brand in a depreciated market.
We boosted the French textile brand, Bleuforêt, with premium brand positioning in specialty and key anchor stores while introducing the brand to mass retail markets.
WHAT WE DID
Brand Positioning/Strategy Brand Identity Brand Territory Packaging Advertising
CHALLENGE
Tricotage des Vosges is one of the last French textile companies that still manufactures 100% of its products in France. With its star brand, Bleufôret, they offer a range of knitted/stitched fashion accessories, mainly socks for men and women characterized by high quality materials and design, both elegant and contemporary. But how to defend such high-end positioning and support heavy production costs in this devaluated market embattled by brands that almost all manufacture overseas?
SOLUTION
Brandimage – Desgrippes & Laga has accompanied Bleuforêt for 8 years, managing its image for the brand itself as well as for its products. With two successive overhauls already of its logo and packaging designs, the agency has given the brand a strong corporate identity equal to its positioning. Since 2006, Brandimage has also taken care of the brand’s advertising communication with two campaigns, the more recent launched in 2008 to establish a new brand signature: Naturally Me.
For selective distribution, a sober and elegant design communicates the high-end quality positioning.
The men’s range is identified by a dark background highlighting product material information.
Bleuforêt now also enters mass retail with a well-tailored identity: structured on a rising diagonal axis, the brand gains in dynamism and accessibility.
With its dynamic graphic structure and product families segmented by color codes, the range has a strong impact on the shelf.
A strong and qualitative identity, including “Made in France” is a major asset in a market where most brands produce abroad.