18 / Folies Fermières
A cabaret in the countryside. The identity needed to explain that immediately.
Folies Fermières is one of those projects whose story seems almost too unlikely to be true. The identity therefore had to explain the idea instantly while leaving room for all the exuberance that made it memorable.
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SituationA rural cabaret with an unusual proposition that needed to be
understood immediately and remembered just as quickly.
RoleIdentity concept and visual communications.
What matteredExpressing the collision between countryside, cabaret and
a deliberate dose of madness.
The useful diagnosis.
What they asked for
Give a highly unusual rural entertainment concept an identity people could grasp at first sight.
What we found
The improbability of the idea was its strength. Making it look conventional would have removed precisely what made it interesting.
What we recommended
Make the concept visible rather than explain it away. The winged cow became the natural answer.
When the idea is extraordinary, the identity should not make it ordinary.