Sharing market value
For the 50th anniversary
of Rungis' Market, CBA redesigns the brand's platform revealing an ambitious
positioning "Sharing Market Value" that declines into a new visual
identity, a new logo, new graphic territory.
Since the Middle Ages, Paris has had a large, covered market. In the late 1960s, it moved to Rungis, at the capital's city gates. The city of Rungis was chosen for its easy access by train and road, as well as its proximity to Paris Orly international airport. The market is now named after the city of Rungis and has become the world's leading market for fresh food products.
However, its ambitions have changed over the years, and the current challenge is to move from mastering products to mastering service throughout the entire value chain.
Rungis is not just a market for fresh food products; it is history and logistics, as well as an employer and player in national and international public service.
It is therefore fitting that Rungis market wanted to reposition itself on its 50th anniversary.
Semmaris, the company that manages Rungis market, hired CBA to redesign the brand's platform.
Approximately 20 interviews were conducted with traders working at Rungis market, along with Semmaris employees and experts, such as specialised journalists. A prospective study on food and an in-depth analysis on the market and its latest arrivals were also carried out.
Several night-time visits were organised in order to have a genuine, immersive experience in the heart of the market. These tours started with a walk through the fishmongers at 2:00 a.m., before heading to the butchers and finishing up in the fruit and vegetables section. A unique, worthwhile experience!
Four targets were identified and analysed: Traders, buyers, the general public and institutions. A broad audience with different aims, all which must equally be taken into account.
Since becoming the president of Semmaris, Stéphane Layani has worked to change the perception of Rungis market, which is now famous for its quality products. He was the first to arrange a visit from a President of the French Republic, Nicolas Sarkozy. The market has since become an key annual meeting place for politicians. Public opinion is all the more important since then.
Following this long assessment stage, CBA defined a new, ambitious mission for the brand: 'Defending the common good in the service of better food for all' and its new positioning 'Sharing market value'.
This led to a much more ambitious concept: anchor the brand to the future, overcome its postcard-perfect image and embrace the company's full ambitions, by going beyond its physical walls and current business model and taking into account its values — excellence, progress, responsibility, and cooperation — along with its desire to export internationally.
A new visual identity, a new logo, new graphics, and a new slogan: Nourish, Grow, Sustain.
Depuis son arrivée à la présidence de la Semmaris, Stéphane Layani a œuvré pour faire changer la perception du marché de Rungis qui est aujourd’hui reconnu pour la qualité de ses produits. Il est d’ailleurs le premier à faire venir un Président de la république, Monsieur Sarkozy, au sein du marché et c’est devenu un rendez-vous annuel incontournable pour les hommes politiques. L’opinion publique est d’autant plus importante depuis.
A la suite de cette longue phase d’audit, CBA définie la nouvelle mission ambitieuse pour la marque : « La défense de l’intérêt général au service d’une meilleure alimentation pour chacun » et son nouveau positionnement « Partageons la valeur du bon ».
Ce qui a finalement abouti à une réflexion beaucoup plus ambitieuse : ancrer la marque dans l’avenir, dépasser la seule image d’Épinal et embrasser l’ensemble des ambitions de l’entreprise, au-delà des murs et du modèle économique actuel tout en prenant en compte ses valeurs - l’excellence, le progrès, la responsabilité, et la coopération - et sa volonté d’export à l’international.
Nouvelle architecture de marque, nouveau logo, nouveau territoire graphique, nouvelle accroche de communication : Nourrir, Cultiver, préserver.
During an upstream assessment, traders proved to be loyal and attached to the iconic symbol of Rungis — the crossroads.
During the research phase, CBA's creative team found a book listing the greatest iconic symbols in the history of design, one being the original crossroads symbol designed in 1969. They proposed to build the new Rungis logo based on its heritage. Drawing on the historic, universally-admired symbol is a strong gesture, especially on the market's 50th anniversary.
CBA has also redesigned the typography for 'Rungis – International Market' in an elegant, powerful and modern style.
Its graphics use highly readable typography, a grid reflecting the symbol and three main colours — red, white and black.
The result gives the brand a timeless, vibrant and bountiful look that should last for another 50 years, at least!
The new identity was revealed internally to Semmaris employees at the end of October via a video viewing and gifting of a branded mug.