Terre Bleue is a stylish, Belgian casual/chic clothing collection; feel-good fashion for the whole family. The Terre Bleue brand has been around since 2002.
Terre Bleue collections take full advantage of the popularity of casual clothes – and wearing them in both an informal and more official setting.
Objective: to occupy a strong position in the competitive segment for casual womenswear . Create a new brand, develop a logo and corporate ID, campaigns and a media strategy.
A strong brand needs a strong visual identity: for Terre Bleue, we created a strong visual logo and house style. The brand was then given a number of “values” (feels good, togetherness, happiness, casual, natural) that were used consistently throughout all communication. Creating this consistency and maintaining the values turned Terre Bleue into a beautiful, recognisable brand. The communication approach taken was 360°: ID, catalogues, outdoor, advertising, magazine, website, in-store communication, social media, online campaigns.
In the space of a decade, Terre Bleue has developed into one of the most successful of all Belgian fashion brands. It currently has 13 of its own flagship stores and is sold in over 160 multi-brand stores. In addition to clothes for women, men and children, Terre Bleue has now brought out a range of shoe collections and also has its own online webshop.
Agency: Focus – Belgium, Flanders