Ever since it first opened more than 20 years ago, Le Grand Bazar has been the South of France’s one-stop shop for carefully curated designer fashion. Under the direction of a new generation, the boutique approached Campbell Hay to create a new, contemporary brand proposition which paid homage to its heritage while engaging a new generation with an avant-garde, future-facing vision.

The resulting identity system was rooted in the boutique’s iconic location. The logo was composed around the address, well known far beyond the city’s limits. Dusky, riviera-coloured geometric forms, loosely inspired by the dressmaker’s patterns used to create garments, established a playful, dynamic component. This identity was applied across packaging — luxurious, minimal, modern pieces which included boxes, bags and garment covers — and signage — which was clean and crisp, in a nod to the avant garde nature of the pieces inside.