Label
PIL
Brand book for Label PIL, an AMPI initiative to showcase locally manufactured products and Martinique’s know-how.
The project
How do you make local products a trusted benchmark of quality in Martinique?
The challenge
Label PIL needed to increase its visibility and assert its role more clearly with consumers and Martinique businesses alike.
The brand brings together very different sectors, from food processing to chemicals, energy and construction. The identity had to unite these players without erasing the diversity of their trades.
The challenge was also to shift perceptions of local products. Label PIL needed to evoke quality, fair prices, trust and pride in Martinique’s know-how, while staying close to the local population.
Finally, the identity had to work across every medium: social media, sales documents, print campaigns, digital materials and physical signage.
The solution
Bitwip designed a brand book to formalize the foundations of Label PIL:
- mission and positioning;
- brand values;
- tone and communication principles;
- art direction;
- rules for using the visual identity;
- adaptations for print and digital materials;
- recommendations for social media and signage.
The brand book establishes a shared approach for the label’s companies, communications teams and external partners.
The art direction is built on an identity that is accessible, engaging and rooted in Martinique. It must allow Label PIL to carry a simple promise: products made locally, by local businesses, for the people of Martinique.
The brand thus follows a “by us, for us” approach, with the ambition of becoming a true benchmark for identifying and choosing locally manufactured products.
The results
Label PIL now has a clearer brand framework to harmonize its communications and increase its visibility.
The project makes it possible to:
- formalize Label PIL’s positioning;
- showcase Martinique’s industrial know-how;
- bringing different business sectors together around a shared identitybring sectors together around a shared identity ;
- strengthen pride in local production;
- giving teams and partners shared communication guidelinesprovide shared communication guidelines ;
- making it easier to adapt the identity to print, digital and event materialsmake it easier to adapt the identity across materials ;
- preparing for the label’s future expansion to other territories in the French Caribbean and French Guianaprepare the label’s expansion to other territories.
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