Schools - Rebranding & Brand Repositioning (2024)
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Jouef, an iconic French brand from the 70s to the 90s, known for its model trains and road circuits, was founded in 1944. Despite its past popularity, it is now struggling to reinvent itself, hampered by successive acquisitions and a difficulty in adapting to a constantly evolving toy market.
The parents
Brand analysis and creation of a new identity, graphic designer
- Encourage the creation of shared memories by transforming model railroading into an intergenerational family activity.
- Stimulate children's creativity and critical thinking through a fun and educational experience.
- Become the instinctive choice for parents to share their childhood memories with the next generation.
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Vintage aesthetic, playing on lines to represent intergenerational transmission and sharing
Warm, friendly, nostalgic, vintage
- Influence contest
- Pop-up café at Gare de l'Est
- Tramway wrap
- Outdoor poster
- TV campaign
- Special edition book sales with J'aime Lire and Géo Magazine