If there's one thing to take away from this case study, it's Bon Compagnon's guiding principle: ‘Time is precious. Waste it in good company.’
Challenge
Bon Compagnon offers a way for the elderly to re-enter social life: a companionship service for those aged 65+, taking them to concerts, cooking classes, restaurants … you name it. Their philosophy: “Time is precious. Waste it in good company.” While the concept was loved by many, it needed to be translated into a memorable brand identity.
Fun fact: The founder herself was in her 60s, so this venture marked a new chapter in her life as well.
Solution
We developed a name that extended into a distinctive verbal identity. The tone of voice had to capture the “joie de vivre” that Bon Compagnon embodied, making it feel like the brand itself had a wealth of life experience. We wanted the brand to talk as if it had sipped coffee at Les Deux Magots in Paris and attended unforgettable performances at the La Scala opera house in Milan.
For the visual identity, we created a signet that combines the “B” and “C” into an ampersand, encapsulating the idea of companionship. The color palette consists of muted, rich shades, punctuated by a burst of bright yellow that reflects the spark of joy that Bon Compagnon provides.
Impact
We didn’t have a big budget for market research or branding impact analysis, but we didn’t really need it. The true impact of Bon Compagnon’s new identity could be felt in the smiles and the kind words of those who came across the brand. And of course, the real magic of Bon Compagnon comes from its wonderful service and the genuine connections it fosters.
