CORPORATE IDENTITY, BRAND CREATION

The leading Parisian food hall is a confident claim. La Grande Epicerie de Paris is a particularly long name. We turned the problem into the solution.

LA GRANDE EPICERIE DE PARIS
CHALLENGE
La Grande Epicerie de Paris is a Parisian landmark, the specialist food hall of premier department store Le Bon Marché. A leading destination for quality and choice. Pride in provenance was key to this identity. We found the answer right there, in the name.
SOLUTION
A strategic and visual repositioning was required, to match perception to image. LM returned to the original store layout of the 1920’s to restage the in-store journey in collaboration with architects Géraldine Lorand.

The dramatically simple logo underscores provenance and status. Clean, minimal graphics and palette ensure modernity and let product be hero in store.

La Grande Epicerie de Paris identity reflects a Lewis Moberly guiding principle, ‘build on not bolt on’.

“L’identité visuelle préfigure les intentions commerciales de l’enseigne. Nous voulions marquer la démarche résolument inventive et contemporaine de notre offre produit. La proposition de Lewis Moberly nous a immédiatement convaincus par sa simplicité, son authenticité et sa subtilité.” PHILIPPE DE BEAUVOIR, CEO, LE BON MARCHE