La Laitière
France’s Favourite Brand*
The agency recently supported the Lactalis group in the process of redesigning the La Laitière brand, voted France’s favourite brand in 2023*.
The challenge was to embody the new big idea “La Laitière, It’s so good to take time”.
2 main missions were then set to provide control, naturalness and simplicity:
1. Reflection on brand codes: the milkmaid icon from Veermer’s painting, the blue typography of the logo and the essential yellow code.
2. Offer codes: how to succeed in bringing sensoriality and naturalness to each of the offers while making the segmentation more consumer-centric?
To strengthen the iconic nature of the brand, Logic Design set up a consideration process with consumers. Thanks to the lessons learned, the agency was able to decode the useful levers to refine, strengthen or promote, whether for brand codes or offer codes.
Three creative objectives then emerged:
1. Substantive, meticulous work on brand assets to restore their power and simplicity.
2. Clarify the offer to both enhance the differentiation point of each range, while ensuring product quality, the vector of naturalness.
3. Offer a sensory experience through the iconography of the product and ingredients.
Today, La Laitière expresses its iconicity through powerful brand assets:
– An icon which finds, in its treatment, the nobility of the original painting.
– Clean brand typography for more modernity and status.
– An essential yellow colour code also carefully reworked for greater subtlety.
This work of sobriety associated with reflection around product codes has made it possible to enrich
the brand world which shines fully through the offer architecture.
The expression of the offers has been reinforced to provide both quality and sensoriality, and allow greater emphasis on product specifics.
La Laitière is today an essential and has a real love brand status with the French.
La Laitière, voted France’s Favourite Brand*
