Lefranc Bourgeois Enfants, the children’s sub-brand of art products created by the historic art company Lefranc Bourgeois, has a new and more cohesive identity, created by Lewis Moberly. The parent company itself was rebranded in late 2017.
The previous Enfants identity was very Crayola-like, dominated by splashy graphics and primary colors. The new design is hallmarked by typography that is reminiscent of handwriting practice sheets from primary school, set against a calming pale blue that sets well behind the colors of the actual products. The pale blue also gives the company the ability to color-block on store shelves, clearly distinguishing its products from those of competitors.
Another important brand marker is Elbé, le petit artiste and ambassador of Lefranc Bourgeois Enfants. A budding artist and mischievous spirit, Elbé is shown on packaging at different ages of his life so as to help consumers purchase the right products for specific ages and stages in their children.
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