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For Shirin & Frederic Fekkai, it was a much anticipated homecoming when the duo acquired the 25-year-old beauty and lifestyle collection, Bastide, hailing from Fekkai’s hometown of Aix-en-Provence. The brand celebrates the extraordinary artisans and terroir of Aix-en-Provence.
Bastide ushers in a shift in focus with new branding by DoThings; moving away from home decor propelling into the beauty industry dialog. We call it Provence 2.0.
Considering the competitive market of Provence-based body products, DoThings mission was to set Bastide apart and ahead of other industry leaders with an invigoratingly fresh brand concept and a delectable palate. The entire visual identity of Bastide was given a full top-to-bottom makeover from the logo to packaging design, website, retail displays, marketing and advertising.
Hand drawn logo by Nicolas Ouchenir.