Since opening in 1997, Le Grand Bazar in Cannes has been the South of France’s leading destination for independent, high-end fashion. Adored by locals and tourists for its carefully curated selection of designer brands.
Under the direction of a new generation, Le Grand Bazar’s owners asked us to reimagine the boutique’s visual identity and re-shape its positioning. The brief was straightforward yet challenging: appeal to a younger, future-facing audience while honouring the boutique’s rich heritage. With Cannes attracting more than 3 million visitors on an annual basis our work had to give Le Grand Bazar a clear identity and purpose.
In place of a conventional logo, we developed an identity system centred around the boutique’s iconic address. The design embraces sophistication and subtlety, employing a refined typographic style featuring two complementary serif fonts. We also introduced a bold collection of patterns, drawing inspiration from the intricate designs found in the ateliers of renowned fashion designers.
The Campbell Hay team are highly professional and talented. Their approach and the execution of the project they worked on for Le Grand Bazar was extremely well considered and creative. The rebrand they created was innovative and distinctive, it was a pleasure involving them in our story.
Founder, Le Grand Bazar
The typographic lockup is accompanied by dusky, riviera-coloured geometric forms, inspired by dressmakers patterns.
The flexible elements appear across boxes, bags, business cards and signage. Both sophisticated and avant-garde, they successfully meet the challenge outlined in the brief.