Interprofession des Appellations Cidricolles
Identité visuelle et image de marque pour le spiritueux Calvados
Wines & Spirits
© Guillaume Belvèze
The IDAC, Interprofession des Appellations Cidricoles, called on Murmure to take over the art direction of Calvados.
In order to dust off the image of Calvados, Murmure has developed a strong and contemporary art direction focused on the intrinsic values of the product : veracity and naturalness.
A photographic A.D. as the starting point of the brand identity
Murmure chose to work in collaboration with Guillaume Belvèze for his flash silver photography style highlighting the product without embellishment or retouching : a brutalism, realistic, powerful but elegant, in the image of the spirits.
An authentic and contemporary brand image
The identity is based on a visual scheme between the impactful, elegant, urban and editorial « Druk » typography, and photographic contents.
Highlighted by a rich and complex chromatic range, this dialogue makes it possible to create simple and effective visuals and communication campaigns that go straight to the point, in the image of the product.
A sincere social media A.D.
A visual identity that highlights the content (photos and wording) making the information immediate, pleasant and effective.
The colorful and rich graphic universe can be used on multiple communication media.
Impactful and effective communications campaigns
The communications campaigns focus on the principles of composition. Multiple and playful, these infinities of graphic combinations saturate as much as the colors, the photos and the logo, thus reinforcing this renewal.
Art Direction & Graphic Design