Context
Committed since 1995, Vrai is a family-run and pioneer brand that fights for fairer agriculture practices, more respectful of Humans and the planet. The precursor brand, committed from day one, was born under Triballat Noyal (recently renamed "Olga"), a visionary group that actively participated to the creation of the organic label in France.
A true activist that works to protect its fauna, flora and its people, Vrai chose to join the "1% for the planet" network in 2015. Their commitment consists of carefully selecting and financing non profits that work to protect the environnement.
Vrai is also an inclusive brand, convinced that in order to do better, they must work hand in hand with all its stakeholders, in a spirit of listening and co-creation. As Vrai's partner agency, FutureBrand felt very close to their values, and benefited from inspiring conversations with consumers in the key moments that helped forge Vrai's new identity.
Challenge
While Vrai’s communication about its organic engagements was too humble, its competitors became even more fiercer in their brand statements. This created an opportunity for FutureBrand to leverage the spontaneous authenticity that has always been true to Vrai, enabling the brand to rekindle the trust they have with their consumers and regain their position of leader. By honoring the genuineness of Vrai, the brand became even more desirable to its consumers.
Solution
FutureBrand introduces Vrai's new identity as a pact, an oath that honors Vrai's values and history. From the slender gesture of the iconic V to the meticulousness of the proprietary illustrations, from the textured backgrounds to the rough paint strokes, from the generous product visuals to the strong brand statements, the new brand assets have been tailor-made for Vrai, and developed by hand.
The new logo calls up to the past the past with its powerful round structure, like a seal that embodies the brand's committed and inclusive spirit. The baseline "Laiterie bio familiale" (Organic Family Dairy) expresses the authenticity and specificity of Vrai in a true and impactful way. Finally, the storytelling on pack highlights the strong messages and actions of the brand through the powerful phrase "Être bio et familial, c’est…” (Being an organic and a family-run brand means...)".
A new chapter opens for Vrai, making its mission towards a fairer and more respectful agriculture more visible.
