The new Bastide brand - formerly Côté Bastide - is a succinct expression of the 25-year-old company’s values and an elegant reflection of its natural surroundings in Aix-en-Provence.
Originally focused on home decor, the company now leans more towards beauty and lifestyle. To mark this change, DoThings helped reposition and refresh the brand, and brought the various subsidiary labels together under a single name. Beyond the new name, we commissioned renowned calligrapher Nicolas Ouchenir, to create a new logo, one that speaks to the handcrafted, artisanal nature of Bastide’s products.
The color scheme and art direction we delivered anchor the brand’s origins in the south of France. From the website to the packaging, from the in-store comms to the photography, display campaigns and digital content, everything is quietly but unmistakably Provençal yet uniquely Bastide: warm, sunny and laid back, full of vitality and perfectly composed.