Hesperia, the leading brand of eco-friendly ‘Home & Garden’ products owned by the Invivo-Néodis Group and sold through specialized stores, has entrusted The Brand Union Paris with the design of its brand identity and the creation of its packaging range.

The agency went about creating the new Hesperia identity based on a simple, accessible brand discourse by emphasizing the efficiency and pleasure provided by these products.

As ‘Hesperia’ is the scientific name of a genus of butterflies, it was naturally decided to adopt an approach based on animal fables. These stories convey an emotional message through a series of mascots chosen to illustrate the consumer benefits. To emphasize the good-humoured, joyful effect of these packs, the mascots developed by the agency represent household pets depicted in a graphic style that inspires a sense of warm affinity. The products’ efficiency is expressed by the inclusion of ‘real-life’ illustrations on the front face alongside the guarantee provided by environmental labels such as Ecolabel and Ecocert. A slogan sums up these two key aspects (festive and eco-friendly) of the products: Mon geste happy responsible (‘My happy responsible gesture’).

The Brand Union developed a line of 60 references in the space of less than one year. This efficiency was made possible by the adoption of a simple principle that is both creative, modern, impactful and unique and provides a solution that is consistent yet capable of being adapted to all the different references.

The Hesperia range of products will be commercially available through specialized outlets starting in the month of May.