CadoMaestro: A Premium Leap in Branding with Enhanced Visual Identity and Resonant Phonetics.

Founded in 2009, the French e-commerce company CadoMaestro specializes in offering original and customizable gifts. The company recently sought a brand revamp to align its visual identity with a more premium positioning​.

A crucial part of the rebranding strategy was the transformation of the company's name. Graphéine, the agency behind the rebranding, proposed the shift from "Cadeau,Maestro!" to "CadoMaestro," a move aimed at enhancing brand distinctiveness while preserving its original DNA. The new name's brevity, coupled with the phonetic and graphical resonance created by the recurring "O" at the end of "Cado" and "Maestro," facilitated a single-word, space-free representation, thus making the brand more impactful and easier to understand, especially in the international market​¹​.

The logo redesign was another significant aspect of the rebranding. It involved removing the gift pictogram, which initially enclosed the word "Cadeau," thereby improving brand readability. Furthermore, the custom redesign of the typographic block incorporated the aesthetic of a gift bow into the letter "a." Unnecessary elements, such as the comma and exclamation mark, were removed from the brand name, making the logotype more readable and distinctive. The brand's emblematic red color was refreshed to enhance vibrancy​.

Finally, the creation of a new emblem filled a significant void in the brand's visual identity. The new ribbon emblem not only reveals the brand's initial "C" but also symbolizes the dynamics and emotion of opening a gift. The opened gift package emphasizes the friendliness of the big "C," while also creating a negative "M" for Maestro. This emblem is a powerful representation of the brand's essence, embodying the gesture and figure of a conductor​¹​. The new visual identity of CadoMaestro, thus, supports the company's evolution strategy and brings it closer to its customers in a warm and optimistic manner.