On taking charge of the much-loved home decor brand Côté Bastide, Frédéric Fekkai and Shirin von Wulffen decided to steer the company more towards beauty and lifestyle, whilst holding true to the firm’s values and overall aesthetic. As part of a much wider brief to rejuvenate and reposition the brand, update the visual identity and reform the art direction, DoThings took the product packaging in hand.
Where the original brand had diversified into a number of different ranges and labels, we brought everything together under the single Bastide name. Then, in addition to the new artisan logo, we introduced hand-crafted elements to the packaging, along with a warmer, ochre-based color scheme inspired by the company’s birthplace in Aix-en-Provence. However, every change we made was an evolution, not a revolution. The name was simply shortened, the color palette merely expanded, and the updated packaging retains key callbacks to the original.