Brand identity and visual design
For Paris iconic exclusive leather brand Atelier Renard
Tucked away in the heart of Paris lies Atelier Renard: where leather bespoke dreams come to life. Since it was created by Joseph Renard around 1930, the Atelier continues to retain its original essence. There is not wildest dream, no flight of fantasy which is beyond the scope of Atelier Renard.
Our challenge: re-creating a logo and a brand system that would align Atelier Renard’s visual identity with the unique experience it offers its customers.
#01 USER PERSONAS
DESIGNING A BRAND FOR AN AUDIENCE
We create visual identities that not only represent brands but also speak to their customers.
User personas are used to personify the archetype of a generic customer. By giving these personas a history and a personality, we can research and analyze their behaviors, tastes, expectations and motivations. Only then can we design a visual identity that is unique and respectful of the codes and prism through which it will be perceived.
#02 CONCEPTUAL MOODBOARD
FOCUSING ON THE BRAND’S UNIQUE SELLING PROPOSITION
“A place where clients can develop the leather products of their dreams, only limited by the imagination of those who wish to create them.”
To extract what it is that makes Atelier Renard truly unique in the eyes of its customers, we digged deeper into what the brand offers. We considered the products and services but also the whole buying experience. From the first contact with the brand to the product’s lifecycle as the customer’s companion, every step matters.
Core concepts need to be accessible in the blink of an eye. This is why we draw and highlight the words that underpin the brand’s essence. They are what the logo and brand system will be about.
THE RIGHT TECHNIQUE FOR THE RIGHT MESSAGE
We chose to combine an articulated and variable logo with a set of illustrations.
- A very sober logo for an elegant and never showy brand. It is strictly typographical.
- A set of boxes of industrial inspiration to display the Name and essential brand info such as its iconic address and rare saddler specialization.
- The hand drawing to represent the craftsmanship.
- The illustrations to emphasize the timeless character of the brand.
- The combination of disparate elements to create unexpected and enchanting bespoke compositions.
“NaNLABS’s compositions took Atelier Renard to an oneiric universe where dreams and savoir-faire blend together to create exceptional handcrafted pieces.” – Brigitte Montaut, Owner of Atelier Renard