Branding - Design
Inspiration comes from Brazil’s exuberant nature
Brazilian biomes represented in stores’ identity, products, campaigns and catalogue
Retail - L’Occitane
Brazil and its natural abundance delighted L’Occitane Group to the point where the French company, active in over 90 countries, created a brand inspired in and dedicated to the Brazilian diversity, L’Occitane au Brésil.
Just like nature from southern France inspired young Olivier Baussan to distill essential oils until the production expanded to become the worldwide known L’Occitane en Provance, the exuberance of Brazilian biomes definitely hooked the brand’s founder as well.
A biome is like an ecosystem, a biological community featuring a certain level of homogeneity. In Brazil, natural abundance shows off: we’ve got nothing less than seven biomes, six of them overland and one maritime. Touched by the same desire of praising nature, it’s natural extracts and the possibility to produce high-quality cosmetics, Baussan and his team got in touch with us to help them on the rich and sensorial task of creating the Brazilian version of his French brand.
The order of the elements does not alter the final product
The saying couldn’t be more true: we let aside methodological stiffness and set body, soul and intuition into this project. We allowed ourselves to be touched by the flow of nature, and led the process of building the brand’s strategy and identity consciously influenced by the exuberance of biomes and its elements.
The brand’s senses
We decided to create a wider approach and build the brand’s core properties looking beyond the visual features.
We started off by searching identity in a multisensory way: a wide research on fauna, flora, cuisine, handicraft, music, tales and traditions of Brazilian biomes. From the research on, we defined common codes based on the popular repertory and, in accordance with the biomes, we outlined the chromatic territory and the conceptual routes applicable.
Street fairs and markets as inspiration
We dove in the repertory seeking primary ideas for the stores’ context and merchandising. The chosen conceptual route was street markets and fairs.
Whereas in France the main concept for applying the brand’s codes is the greenhouse, we decided that here in Brazil the setup of the stores and the creation of brand experience inside the space would be based on the street fairs, which are common all across the national territory and also part of our tradition.
The stores and packaging: a sensory experience
Wide open stores, rustic display furniture, products displayed in wood boxes, nailed or hung up: the space providing an innovative stripping, an airy ambience like street fairs and markets. As for packaging, the identity applied at its core: Brazilian artists invited to create an exclusive design to praise the ‘Brazilianity’, the natural and cultural abundance that can only be found in Brazil.
For the process of taking the new L’Occitane au Brésil brand into the market, the execution was also thought in waves: at first, the street fair ambience was only a showcase in the Provence environment. Later, whole modules were built-up inside the stores in Provence. Finally, entirely adapted stores and kiosks from L’Occitane au Brésil.
Launched in 2013, L’Occitane au Brésil currently counts on 25 product lines inspired in Brazilian biomes, and had eight Brazilian artists signing the products’ visual identity.
“L’Occitane au Brésil has L’Occitane en Provence’s DNA with every manufacturing element found in Brazil. It’s a baby that was born to be raised in Brazil, who will later visit the world himself.”
- Olivier Baussan, founder of L’Occitane Group -