Badoit asked BETC Design to design for them a new global identity, working on the new design of Badoit logotype and packaging. In mind, there were 2 main issues; upgrade perceived value to increase desire for the brand, and strengthen visual consistency of the brand range to establish it again as the iconic partner of the meal time.

To restore status and modernity to a patrimonial brand, the agency chose to combine authenticity (Saint Galmier Spring, brand birth in 1778) and hedonism (bubbly, light and joyful).'Highlighting the essentialness of a brand relying on both past and contemporary anchorages'.Iconic codes of Badoit were singled out and ordered. Graphic design was essential, branching off from usual food category codes (the idea was to avoid depicting the bubbles: non-differentiating within the product category).Its spring origins were put forward as well as the brand creation date, framed in the manner of a seal.

No quantitative information yet, but testing results were extremely positives.