Le Fuilet, France
Place Brand Strategy & Identity
The Brief:
Le Fuilet is a small village in western France where my family has deep roots. It has a centuries-old clay economy, a distinct character, and almost no public identity of its own. I built a place brand for the town, covering research, competitive analysis, audience strategy, events, media planning, and a visual identity system.
The Problem:
Le Fuilet has a history rooted in the land, but almost none of it is held together by a coherent identity. The pottery is still being made, the trail still runs through the same clay-heavy terrain, and the Marché de Potiers brings makers back every July. Outside of Maison du Potier, none of it had a public face. There was nothing to find.
The Insight:
Pottery alone was not enough to build on. But the trail, the land, the market, and the village character were all still there and none of it had been brought together. The opportunity was to make Le Fuilet more than a ceramics destination.
The Solution:
The brand is built around three pillars: Formé ici. Façonné ici. Fait ici. (Formed Here. Shaped Here. Created Here.) Each pillar maps to a layer of the place: the land, the history of making, and the craft still active today. Applications include destination awareness ads, tram shelter placements in Nantes, signage, merchandise, an expanded Marché de Potiers, and a fall trail race using the Chemin des Potiers to extend the season beyond summer.
