Case study · Boucherie-Traiteur Niessen
Creating l’authentique
Building a take-away brand capable of standing on its own, without relying on the parent company's reputation.
DEVIL & DEMONS
- Naming: l'authentique
- Logo: main version with textured circle + text-only version
- Brand guidelines: colour palettes by product range
- Packaging system adaptable by category
- Launch materials: press ads and point-of-sale displays
The insight
A take-away brand cannot inherit its parent company's reputation: it must assert its quality promise on its own while maintaining a perceptible link to its artisanal origin.
Our deliberate choices
- Concept name rather than functional descriptor: l'authentique carries the promise without dilution
- Visual identity distinct from Niessen to avoid confusion while recalling parentage via the redesigned N
- Chromatic architecture by range for immediate recognition, not a generic colour wash
- Assumed graphic sobriety: rejection of flashy packaging in favour of a discreet premium code
The challenge
The problem
The Niessen butcher-caterer wanted to create a dedicated brand for its take-away products. They approached us to find a powerful name and develop a strong identity for this new brand.
- No name for the new brand
- Risk of confusion with the parent brand
- Need for an autonomous visual identity
- Highly competitive take-away market
- Requirement for consistency with artisanal positioning
Our response
Following Niessen butcher-caterer's request to create a dedicated brand for their take-away products, our team set out to develop a complete and thoughtful solution. We began the process by conducting a series of brainstorming sessions to find the ideal name that would reflect the company's core values.
After extensive deliberation, we proposed the name l'authentique, which perfectly embodies the essence of Niessen butcher-caterer: local, artisanal, fresh products of superior quality. This name was chosen for its evocative power and its ability to create a strong connection with consumers by emphasizing the authenticity of the products offered.
For the visual identity of l'authentique, we opted for a distinctive design that stands apart from the main Niessen brand. We developed a complete logo featuring a circle with subtle texture, along with a text-only version of the name. The N from the Niessen logo was redesigned and integrated into the logo to acknowledge the brand parentage. We created different logo versions based on specific colour palettes for each product range.
For the packaging, we worked closely with the Niessen butcher-caterer team to develop attractive and functional designs. We ensured that each product category had its own packaging range, with distinctive colours and patterns for easy brand recognition.
To promote the launch of l'authentique, we developed an advertising campaign in local media along with a point-of-sale presence. Newspaper ads and displays helped raise awareness of the brand and generate consumer excitement.
In summary, our solution for creating the l'authentique brand for Niessen butcher-caterer was an in-depth and thoughtful process. We developed a powerful name and a distinctive visual identity, while emphasizing the authenticity of the products. With attractive packaging and a well-planned communications campaign, we successfully positioned l'authentique as a new must-have player in the take-away products sector.
- Naming that carries the quality promise
- Visual identity distinct from Niessen
- Multi-range brand architecture
- Memorable and flexible graphic signature
- Artisanal consistency without folklorization
Strategic approach
The central decision was to abandon any cosmetic effects: no rustic typography, no anecdotal symbols, no folklore. We favoured sobriety as a premium marker, trusting that the strength of a simple name would be enough to carry the intention.
Strategic naming
The name l'authentique was selected after several cycles of reflection for its ability to express the quality commitment without resorting to flat description. It works on its own, assumes a confident posture, and generates immediate buy-in. This choice allowed us to abandon the sector's conventional formulas and impose a distinct voice.
Visual architecture
The identity is based on a textured circle bearing the name, accompanied by a pure typographic version. The N from Niessen was redesigned to create a subtle visual link with the parent company, without compromising the satellite brand's autonomy. This approach ensures recognition while preserving usage flexibility.
Colour system
Each product range (meat, fish, prepared dishes, desserts) received a specific palette, enabling immediate identification on shelf. This logic avoids visual monotony and simplifies customer navigation. The colour codes are never arbitrary: they translate business categories, not decorative effects.
Packaging rollout
Packaging was designed for rapid frontal recognition, with an airy layout and hierarchical information zones. We rejected any graphic overload to maintain fluid reading, even in quick-sale contexts. The result: a coherent shelf presence, with no tonal breaks between formats.
How we worked
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01
Briefing
Identify the differentiating promise without relying on Niessen's legacy.
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02
Naming brainstorming
Semantic exploration to find a name that summarizes the quality posture.
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03
Art direction
Development of a sober, premium visual signature, distinct from the parent brand.
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04
Range architecture
Definition of a chromatic system by product type to streamline consumer navigation.
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05
Production and activation
Packaging design, then rollout at points of sale and in local media.
Results
The launch of l'authentique enabled Niessen to structure its take-away offering with an autonomous brand, clearly positioned and immediately recognizable. The visual consistency and strength of the name facilitated rapid adoption by customers.