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A visual identity for a new foundation

Relais Vert, an organic food wholesaler in the south of France, came to the agency with a long-term, sporty project on a human scale. Its ambition? To create a company foundation to promote environmentally-responsible gestures within sports events. This goes hand in hand with AIR Coop, an agency specialising in responsible innovation, alongside whom we are happy to support Relais Vert in this great adventure.

How could we bring this wonderful desire to life, however? Well, quite simply, by combining strategic thinking with the active implementation of on- and offline communication tools.

  • Workshops on positioning the brand and its platform,
  • The creation of a visual identity,
  • Website design and development,
  • The creation of hard-copy media

Such were the various stages in the race run over the last few months by MUZ, AIR Coop and the Foundation’s shock team for a successful launch last October.

Victor Nicolet, the Foundation’s Director, tells us a little more about the creation and future of this eco-project.

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fondation relais vert
projet
Brand creation
Victor NICOLET
Director | FONDATION RELAIS VERT

What was the starting-point and the challenges of your "Foundation" project?

The initial idea was to continue the more than 30-year commitment by Relais Vert in the production, promotion and development of a quality supply of Earth-friendly and environmentally-friendly foodstuffs.

The challenges were therefore to invest in another social initiative, in line with the personality of the directors, in order to continue to promote the simple values which have made the company so successful.

The Company Foundation project rests on two main vectors:

1/ The Relais Vert company directors’ desire to bring eco-responsibility into a context beyond the company’s prime sphere of activity.

2/ To develop this project within the sports domain, a universal activity shared by many people at Relais Vert, starting with its leaders.

How has MUZ supported you in implementing this project?

MUZ has provided advice in many forms:

A proactive listening phase focussing around our needs, while bringing in external skills to both our structures has allowed our project to be filled out qualitatively. This was an essential phase.

The scope of intervention has therefore quite naturally been oriented towards advice at each development stage (raison d’être, values, proposals, inclusions, exclusions etc.). MUZ’s experience has been precious, particularly owing to its objectivity and the putting into perspective of observations made during Phase 1 of defining the project.

The visual identity, as well as the website, has been a natural development of the work carried out upstream. The agency teams’ reactivity has also allowed us total mobilisation within the company, allowing quick execution.

What are the next stages in the life of the Foundation?

The Foundation is working for the promotion of eco-responsible gestures within sports events. With this in view, we work with sports events organisers, offering them concrete solutions to different problems: the sorting of waste, water management, energy management, eco-responsible clothing and trophies etc.

We select these solutions (from French companies) and present them then to event organisers. Our catalogue is being put together, particularly through a Call for Projects available on the Foundation’s website.

Moreover, we covered three sports events (tennis, pump track and golf) in the year 2018 and, for 2019, are planning to organise our own event. Watch this space…

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