Branding – Rebranding
vrai studio is a branding and rebranding studio based in Bordeaux. Branding creates the visual identity of a new brand. Rebranding evolves the identity of an existing brand when it is relaunched, transitions to a new generation, or changes ownership. In both cases, the same creative direction, led by Camille Gabarra, Art Director since 2000, guides the project from the initial brief through to the final deliverables, in alignment with the brand’s name and narrative.
Branding
Branding involves giving a brand its visual identity: logo, monogram, typefaces, colors, patterns, and the graphic system that allows these elements to be applied across all media, from product labels to websites. A successful brand identity is recognizable even before you read the name.
At vrai studio, branding doesn’t start with designing a logo. It stems from the brand’s name and story: a typeface is chosen for the tone it conveys, and a color for the story it tells. For Champagne M.Marcoult, the vineyard green and the grayish-beige of the chalk cliffs deliberately contrast with traditional champagne conventions.
The process extends to production files and manufacturing oversight, ensuring that the brand identity looks just as good on a box, an enamel sign, or a screen.
Rebranding
Rebranding involves evolving the identity of an existing brand, its logo, typography, colors, marketing materials, narrative, and sometimes its name. The triggers are often the same: an outdated identity that undermines credibility, a product line that has become confusing, a move upmarket that the marketing materials haven’t kept pace with, or a new market. For the Distillerie de la Forge, more than twenty products needed to be made more recognizable under a single brand.
But rebranding isn’t always the right decision. A brand with a history possesses something valuable, customer recognition, and a poorly executed rebrand can erase that in a matter of weeks. The right question isn’t “Should we change?” but “What should stay the same, and why?”
Our method consists of three steps. Preserve: Take stock of what has value, even if it’s imperfect. Reveal: Identify strengths that are still underutilized, a story, expertise, or a graphic detail. Evolve: Change what’s holding things back, readability, consistency across platforms, and moving upmarket. A successful rebranding often seems like a no-brainer.
Rebranding and Succession
The transition raises a particular question: How can we give the new generation a brand that reflects who they are, without betraying the company’s history? Inherited brand elements often hold deep meaning for loyal customers, even when they no longer align with current ambitions. At Monéger, a gentian liqueur brand founded in 1881 that ceased operations after World War II, the founder’s granddaughter is taking up the torch. The project began in Corrèze, with a search for bottles, labels, and family archives: first to recover them, then to bring them to market.
At vrai studio, the work draws inspiration from reality: family history, the craft itself, and what is passed down from one generation to the next. And the relationship often continues beyond the rebranding: vrai studio has been working with Champagne M.Marcoult since 2020 on photography, packaging, and the website.
Rebranding and Takeover
When you take over a company, you first look at the numbers, inventory, contracts, and teams. Visual identity often comes last. Yet it’s the first thing customers, suppliers, and employees see: the logo on the truck, in the catalog, on the website, and in email signatures. A visual identity that remains unchanged after a takeover implicitly says: nothing is changing.
Should you change the name? Not necessarily: a name that your customers recognize is an asset, both in terms of brand awareness and search engine optimization. Should you change everything at once? Rarely. We recommend setting the course in the first few months, then rolling out the new identity in stages, starting with the most visible materials, without forgetting the ones your teams use every day.
Frequently Asked Questions
What’s the difference between branding and rebranding? Branding creates the identity of a new brand: its name, story, logo, colors, and marketing materials. Rebranding evolves the identity of an existing brand, with one additional constraint: preserving what customers recognize. At vrai studio, the same creative team leads both processes.
How long does a rebranding take? It can range from a few weeks to update a logo and its essential materials to several months for a complete overhaul including naming, packaging, and signage. The timeline is estimated from the outset.
How much does a rebranding cost? The budget depends on the scope: number of materials, whether naming is involved, photography, and collateral. We’ll provide a quote after an initial discussion about your project.
Does a rebranding cause you to lose customers? Not if it’s planned properly. Customers lose their bearings when everything changes all at once, without explanation. Keeping recognizable elements, announcing the change, and rolling it out in stages actually helps you gain credibility without losing your loyal customers.
Are you launching a brand, relaunching it, preparing to hand it over, or taking over a business? Let’s talk: vrai studio provides support in Bordeaux, Paris, and throughout France for branding and rebranding, while preserving what makes your brand valuable.