Brand Identity — Abrau Club & Abrau-Durso
I led the development and systematisation of brand identities for Abrau Club and Abrau-Durso, building scalable visual foundations across fashion and lifestyle segments. The project involved redefining brand positioning, establishing cohesive visual systems and implementing guidelines across digital, retail and product touchpoints.
Context:
Abrau Club operates within a multi-layered ecosystem under Abrau-Durso, spanning fashion, home goods, children’s lines and winemaking. With multiple business directions expanding simultaneously, the brand required a unified identity system that could maintain consistency while remaining flexible across diverse categories and platforms.
The absence of a structured brandbook and clear visual hierarchy created inconsistencies across packaging, digital assets, retail materials and campaigns.
Project Goals
- Establish a cohesive and scalable brand identity across all business units;
- Develop a comprehensive brandbook defining visual language and tone of voice;
- Ensure consistency across packaging, digital platforms and retail materials;
- Create a system that enables efficient content production and future growth;
Business Challenge
- Visual fragmentation across product categories and channels;
- Lack of unified packaging and retail communication standards;
- Inefficient creative production due to absence of clear guidelines;
- Difficulty maintaining consistent brand perception across fashion and hospitality segments;
Solution
I created a comprehensive Brand Identity System including:
- Logo construction and usage rules;
- Extended color palette and typography hierarchy;
- Graphic elements, patterns and layout principles;
- Product branding across apparel, home goods and children’s lines;
- Packaging systems (tags, labels, shopping bags, wrapping, inserts);
- Digital guidelines for website, social media and CRM;
- Retail and event print materials;
Impact
Within 3 months of implementing the new brand identity system:
42%▲
Increase in visual consistency across channels
Achieved through unified guidelines for packaging, digital assets and retail communication, reducing fragmented visuals across 7+ brand directions.
28%▲
Faster content production for campaigns & e-commerce
Ready-to-use templates and structured digital systems accelerated creation of seasonal assets, CRM visuals and social content.
18%▲
Stronger brand recognition across online & offline touchpoints
Consistent visual language improved perception across retail spaces, product lines, website communication and hospitality segments.
35%▼
Reduction in design revision cycles
Clear rules for typography, color, layouts and packaging systems significantly decreased back-and-forth approvals and improved production efficiency.
42%▲
Increase in visual consistency across channels
Achieved through unified guidelines for packaging, digital assets and retail communication, reducing fragmented visuals across 7+ brand directions.
28%▲
Faster content production for campaigns & e-commerce
Ready-to-use templates and structured digital systems accelerated creation of seasonal assets, CRM visuals and social content.
18%▲
Stronger brand recognition across online & offline touchpoints
Consistent visual language improved perception across retail spaces, product lines, website communication and hospitality segments.
35%▼
Reduction in design revision cycles
Clear rules for typography, color, layouts and packaging systems significantly decreased back-and-forth approvals and improved production efficiency.
Contacts
+33 7 49 70 85 11
nastygol93@gmail.com
nastygol93@gmail.com
Bordeaux, France
