/ CONTEXT

Since 2023, Groupement Les Mousquetaires, a major player in European retail with three areas of expertise – food, home equipment, and automotive – represented by its banners Intermarché, Netto, Bricomarché, Brico Cash, Bricorama, Roady and Rapid Pare-Brise, has undertaken a strategic review of its identity and corporate culture.

The challenge: STRENGTHEN THE SENSE OF BELONGING among teams while asserting its uniqueness to key stakeholders such as public authorities and local communities.

/ TRUE VISION

Define a strong brand identity that clarifies the Group’s role as complementary to the power of its individual banners. The objective was to surface the founding values that unite all permanent employees and members in order to reinforce the company culture.

Based on the founder’s vision and the current experiences of employees, the strategic decision was to choose proximity as the cornerstone of the Group. This led to a name change from “Les Mousquetaires” to “Groupement Mousquetaires” to reflect the collective and interdependent nature of the model, as well as the development of a brand manifesto and a strong new tagline: “Ensemble, proche de vous” (“Together, close to you”).

/ CREATIVE EXPRESSION

The logo evolution maintains a link to the legacy of the iconic musketeer while modernizing the entire graphic system.

To reinvent the notion of proximity, new visual elements, such as textures and a signature pictographic language, were added to the brand guidelines as tangible expressions of territorial coverage, dynamism, and collective identity.

New totemic assets were also introduced, such as signage for stores and staff, highlighting local commitments like partnerships with farmers or the redistribution of profits to charities.

/ RESULTS

The project enables Groupement Mousquetaires to reconnect with its core values while modernizing its image.

This strategic repositioning also presents an opportunity to attract a new generation of members and to assert itself as a solidary, integrated, and unique model in a highly competitive retail market.

CBA has breathed new life into the brand while preserving its heritage and honoring what makes it different.