Degrenne — 70 ans
Retracing 70 years of history of the specialist in French tableware does not only consist in narrating its immutable know-how, nor in going through all of its archives but, on the contrary, honoring the people who made what Degrenne is today.
Told by those who built the House, the 70 years of excellence are portrayed in a short film imagined and produced by the Bonjour Paris agency. With a proud face and a sincere tone, the craftsmen recount their daily lives in the atelier in which they have been practicing their Art for, for the most part, a large number of years.
The primary objective of this achievement was to allow everyone to see behind the scenes of Maison Degrenne, to put faces to the people who passionately make the tableware that takes part in the most important moments of our lives.
Date
Year / Location
Client
Agency
Degrenne — Identity
Since its foundation in 1948, Guy Degrenne has been manufacturing fine tableware and home decorating products. However, the arrival of new market players over the last ten years has led the brand to rehaul its communication strategy and positioning. Bonjour Paris was given the task to make this transition come to life, alongside the brand's new management team, Thomas Mulliez and Blandine Franc. The transformation is nothing short of radical. The positioning of the visual identity was upgraded: the label's name was shortened to Degrenne, which now stands out with an elegant, forceful presence, and complemented with a proprietary grey which recalls the Maison's DNA and primary raw material, steel, at various stages in its transformation.
Degrenne — Website
As part of the rebranding, we paid special attention to Degrenne's digital media presence. The brand's e-commerce website emerged as the real problem and required a complete redesign. We implemented a streamlined navigation path by sidestepping the competition's usual snakes and ladders, focusing on clear visuals and interactive content that reposition the product in its rightful central place and help shoppers make more intuitive choices.
