Step one: align both teams (Essentiel and Base) around a shared vision. Even better when it happens in a summer garden. As Essentiel is strongly linked to founders Inge & Esfan, the workshop we did with them at their summer home was a great opportunity to grasp their personalities.
As the name Essentiel means something, we proposed to integrate it into a logo-phrase that changes with the situation. A flexible logo means brand freedom, without losing recognition power. Essentiel is now at the heart of their messages. It’s not about the brand as a stamp anymore, but about its meaning.
The logo, messages and tone of voice become one. A very peaceful idea, we thought.
The former Essentiel brand image and graphics were built using a patchwork of interventions during various years. Our task was to shake it up, and get back to the true essence of Essentiel.
A brand that talks, whispers or shouts! The system allows for endless combinations and plays on all kind of supports, online and offline. Today, a strong brand has to tell stories. The spirit of Essentiel is conveyed in real time with every message on every application.
We prepared a basic ‘toolbox’ with rules for the Essentiel team to follow, allowing them to use the system and build their brand with full autonomy.
Working with Essentiel’s team was, and still is, an intense and inspiring experience. They are literally incarnating their brand, with Inge and Esfan as pillars of Essentiel’s spirit. Their vision, their open-mindedness, and the fact that they constantly challenge us, brings a creative dimension to this project that will last throughout the collaboration.