Fresh thinking inside an established international identity.
Lallemand is a Canadian international group specialising in the development and production of microorganisms and their derivatives. The interest lay in bringing more presence to the communication without disturbing the recognisable structure already in place.
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The useful diagnosis.
Develop marketing material for the wine-related activity in France while respecting the wider Lallemand identity.
The existing system did not prevent personality. The useful opportunity was to bring more life to the communication without creating an unrelated visual language.
Use hierarchy, imagery and ideas to create a fresher presence while keeping the work recognisably part of the group.
Established identity systems still leave room for good judgement.