A powerful and expressive visual identity
Malherbe designed the name of the brand, the logo and the associated graphics inspired by a map of the world. The graphics are not literal, therefore everyone can project what they want to see. It expresses simplicity, modernity, movement, energy, youth and an openness onto the world. It represents an impetus towards the future. The colours are olive green for fresh produce at the entrance, chocolate for dry goods, plum violet for the back wall (the traditional range), cherry red for non-food and aubergine and green for communication. At the end of 2010, Natureo had opened 5 supermarkets (Chartres, Ballainvilliers, Corbeil, Rambouillet and Egly) and 5 stores are to be opened in 2011.