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For French patisserie master Henri Charpentier, Carré Noir in Tokyo appealed to Japanese consumers by presenting the brand's delicacies as prestigious jewels and recreating a luxurious brand architecture at point-of-sale locations.
Carré Noir in Paris gave consumer client Mumm Champagne a new, luxurious side by offering a special spa package to enhance the experience and feel the “bubbling excitement.”
 
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In an industry where consumers are inundated with choice, a unique market position is essential to success. Communicating our client's market differentiation and connecting to customers – not just consumers – means all the difference among the competition.

At Publicis Consultants |, truly connecting to multifaceted customers is our vocation. We make sure that our client’s brands are recognized and valued by communicating through multiple channels, at various points in time and space, and across publics.

Our expertise has helped clients acquire and maintain market share in key sectors such as food and beverage, household products, luxury and fashion, retail, health and beauty, automotive, consumer technology, travel, and tourism.


Client: Marcilla
Agency: Carré Noir (Barcelona)

+ Issue
In 2005, Marcilla decided to get ahead of its competitors and give momentum to the coffee market by launching a structural packaging innovation. Coffee packaging is often impractical because when you open the pack, the coffee often spreads out and its aroma is difficult to conserve. That's why Marcilla (Sara Lee Worldwide) asked Carré Noir to think of an easy-opening package as well as a system that allows preserving coffee freshness and aroma.

+ Strategic Idea
Carré Noir envisioned designing a package that meets functional objectives while also offering a multi-sensory experience to the consumer. The name, opening sound, touch, and colors would be carefully chosen and designed so as to gain consumer preference and confidence.

+ Implementation
The result was a vacuum-pack that has important consumer benefits - such as easy opening and perfect preservation of the aroma once the coffee pack is opened. The Marcilla Clickpaq now allows consumers to keep the coffee fresh while not having to transfer it to another receptacle. The name Clickpaq is dynamic, modern, and sensorial.

+ Results
Marcilla's varieties increased sales of 28% between September 1st and October 15, 2005 (Nielsen sell-out). Fellow industry professionals recognized Carré Noir Barcelona's success with the Leaderpack Prize Hispack 2006.


Client: Fiat Punto
Agency: Carré Noir (Turin)

+ Issue
Fiat Auto, an Italian automobile manufacturer, has relied on Carré Noir Torino for the brand design of many of its car models. Most recently, they asked our creative Italian professionals to create the brand identity of the new "Grande Punto." Fiat Auto asked for a distinctive brand, an original element with a strong personality and recognizability.

+ Strategic Idea
Representing youth, fun and "every person," the initial letter of the name "Punto" became a dynamic and friendly pictogram that depicts a man who is driving. The new logo, with an essential lettering, is strongly characterized by the anthropomorphous "P."

+ Implementation
We created a huge range of pictograms (approximately 50) called Mr. Dot that presents the anthropomorphous letter "P" in different situations. Mr. Dot was the absolute protagonist for communication activities before the launch of the new car, including viral marketing, invitations for the press, the Web site's home page and merchandising.

+ Results
Since its unveiling, Mr. Dot has created a growing expectation for the preview of the car. The logo attracted attention from targeted publics and has accurately positioned the brand as lively and light-hearted. At the 2005 Grand Prix, the Punto logo won First absolute prize and First prize in the Logo Design category.