Some French companies radically change their visual identity and their positioning to go towards more simplicity. This trend, sometimes described as “minimalist”, intrigues: why do so many big names decide to alleviate their logos, messages and their products? Beyond a simple fashion effect, this choice is based on deep market developments and consumer expectations. SME leaders, faced with the need to stand out, can draw inspiration from major brands to simplify their image and strengthen their impact.
The quest for a refined identity
Several brands such as Evian or Decathlon have opted for a more sober design of their packaging and their points of sale. This approach is part of a desire for clarity: by getting rid of elements deemed superfluous, they seek to draw attention to the essentials, whether it is the purity of water or the value for money of sporting items. Minimalism then becomes synonymous with readability and consistency.
This visual clarification is often accompanied by a refocused discourse on the brand’s DNA. Internal studies show that consumers saturated with information are increasingly appreciating a stripped universe, conducive to immediate recognition of the product. Within a large area or online, a minimalist design is noticed precisely because it contrasts with the profusion of offers.
Revisited logos to capture attention
The new visual identities of Citroën or Renault testify to a refocusing on readability. The shapes are rounded up, the colors are reduced to a few shades, while the complex details are fading. This strategy breaks with the graphic escalation of previous years. The brands thus hope to strengthen their impact on the shelves, on advertising panels and especially in digital variations.
In an environment where navigation is becoming more and more on mobile, a simplified logo gains in relevance. Consumers identify the icon faster on an application or a website. For SMEs in the image redefinition phase, drawing inspiration from these practices can represent a powerful lever to modernize their communication at a lower cost, while reassuring their customers on the solidity of their brand.
Refocus the offer to better convince
Minimalism is not limited to a question of aesthetics. Certain brands, such as Muji in France, illustrate an approach based on the product itself: a limited choice, standard packaging, an unknown decor. Customers come to seek quality and authenticity, far from the complexity of too large ranges.
Reducing your catalog may seem risky for a business, but this clarifies the commercial promise. SMEs that dare this path rely on a strong alignment between the identity of the brand and the customer experience. Rather than wanting to seduce all audiences, they clearly target their customers and gain efficiency in the production and distribution chain.
Adopt a more authentic speech
In parallel with visual simplification, many brands now favor a direct and sincere tone in their storytelling. Michel and Augustin, for example, cultivate the idea of a cookie made with simple ingredients, in a friendly universe and without artifice. This authenticity appeals to an audience tired by overly sophisticated commercial speeches.
This movement could inspire SMEs in search of recognition. Building on authenticity amounts to highlighting its history, founders or local anchoring. Social networks then become a privileged channel to share behind the scenes devoid of eyeshadows. This minimalist posture, closer to everyday life, strengthens confidence and promotes positive word of mouth.
A movement that challenges SMEs
Faced with the influence of large groups, small and medium-sized structures wonder: should they embrace this minimalist wave or keep a more classic identity? Marketing experts point out that sobriety is effective in clarifying a message and establishing themselves as a “premium” player in its sector. However, it may require in -depth work to avoid confusion with the brands already established.
The challenge is to find the right measure. Copying identically the design of a leader could dilute the personality of an SME. On the other hand, drawing inspiration from the reduction of superfluous elements, both in the product and in communication, can help refine the value proposal and create a singular universe. This approach requires a lucid look at what makes the strength of the brand and on what can be simplified without distorting the essence of the project.
The minimalist current which earns the big names in industry and French distribution reflects a deep movement: consumers expect transparency, practicality and a light storytelling. This trend highlights the intrinsic value of the product or service, by evacuating the artifices to which the public seems more and more insensitive.
