Le Fanfare identity

Le Fanfare is not just a concept store. It’s a unique combination of lifestyle, clothing and toys. A store where people can play. Het Echte Werk was asked to help build the brand ‘from scratch’. Together with our client we had a clear view of what the store should radiate: an amassment of fun stuff and excess in shapes and colours. Like a candy store for children and adults.

The name was very important for the total concept of the store. The goal was to come up with a name that radiates guts, adventure and authenticity at the same time. It had to stand out in the crowd. We came up with the name Le Fanfare. If something happens with a fanfare, it happens or is announced with a lot of publicity and that fits the core values of the concept store perfectly.

The shapes of the instruments of a fanfare have all these playful and adventurous elements in itself. The typography is based on the shapes of the brass instruments, the contrast of the fine lines and big horns express exactly the perfect brand sense.

The selected font for the identity, Beastly, was used to create additional shapes. By cutting the shapes of the letters in pieces or to mirror them there arrises an endless series of fantasy figures that can be used through the whole identity. From postcards to wrapping paper. The shapes have a certain abstraction level and because of that they stimulate your imagination. You see what you want to see. At the same time we wanted to make a statement and create recognizability with a bold and an eye catching appearance. With a bold statement in shapes and colour we wanted to inspire and amaze the visitor with the identity through the whole customer journey. In this innovative concept, nostalgia and craft are not lost sight of but are combined in a contemporary way. With this in mind we’ve applied the identity in the entire with, from the webshop to the interior of the physical shop. Nobody is forgotten.

Le Fanfare had a successful launch in 2020, despite the Covid pandemic. They’re very conscious about the environment. Webshop orders are sent in recycled boxes, all the printed materials are printed on eco friendly paper and most of the objects in the physical shop are eco-friendly.

On the website, Vanitas is used for headlines; body copy is set in Universal Sans.