Brand Identity, Packaging
“Avec Plaisir”, chicory seduces the millennia!
LEROUX, an emblematic brand on the hot beverage market and world leader in chicory drinks, has been marketing two ranges of products from organic farming, with a surprising taste of plants from the regions of France under the Avec Plaisir !
brand since the beginning of 2018!
The purpose of this strategy is to rejuvenate the consumers of the LEROUX house by attracting the Millénials, a valued target of these distribution channels and sensitive to organic products.
For more than 160 years, the Master Blenders of LEROUX have been preparing and roasting chicory, a healthy and naturally caffeine-free plant with character. Based on this experience, they have developed the specificity of chicory into a new range of creative products, hot drinks and small sweet or savoury biscuits made from plants of character, which reconcile well-being and pleasure.
These delicious recipes are made according to three golden rules:
– The base accord: chicory with its naturally round and fragrant taste
– The heart accord: dill and thyme, which harmonize everything
– The head accord: a beautiful finish with mint, fennel and verbena
Chicory, simply “Avec Plaisir”!
Identity is imbued with a strong humanity and a great simplicity. It evokes simple and relaxed moments of consumption, through illustrations borrowed from the world of tableware, creating a stylistic shift with a photographic treatment to enhance the naturalness of the selected ingredients.
Launched at the beginning of 2018 throughout France in specialised organic shops, the range should very quickly expand with new varieties, liquid chicory and accessories.
