Radius measures up with Le Creuset identity

Radius Design Consultants has created the visual identity for Le Creuset’s latest range of cast iron cookware, Formula, in a project thought to be worth up to £60 000 to the group.

Radius was appointed in April 2000, following a credentials pitch. It was briefed to define a proposition for Formula’s introduction to the market and attract a broader audience to the product, according to Le Creuset senior product manager Sue McIntosh.

‘The range is intended to attract a wider and younger audience than our core products,’ she says.

The consultancy is acting as brand guardian and has developed the positioning for the entire range, says Radius creative director Mark Hurel. ‘We established the range proposition, which led to the development of the brand identity and visual language.’

The Formula logotype comprises a photographic outline of a casserole dish combined with a modern, re-drawn typeface. A rich blue was chosen as the brand colour, with a lighter blue acting as an accent colour.

The identity has been applied to sleeve packaging, care and use booklet, range guide booklet, sales presenters, show cards, trade display stands and point-of-sale display graphics.

Formula is due to launch in early November.