Re-Branding of Rungis, the biggest market in the world

FOR CBA PARIS / Creative Director
TEAM: Noe Halimi / Yoan Rihouay / Cecile Gaspard

Spawning 234 Hectares, Rungis is a small town by itself and is structured into the following sectors: Fruit and Vegetables, Meat, Seafood, Dairy/Gastronomy, and Horticulture/Decoration. With13,000 people working there every day and 1,698,000 tonnes of products brought in annually, it is the biggest market in the world. The parent company Semmaris transformed Rungis from market into a worldwide logistical hub. The mission was to adjust Semmaris's purpose and identity accordingly.

In the client's archives we found the first iteration of the then-current logo: A logomark composed of four lines radiating from the center — this original logo was created in 1969 during the modernism movement.

After the discovery of this iconic original logo and the persistence of its basic shape for the last 50 years, we decided not to create an entirely new logo but build on its heritage. To modernize a brand by looking at the past was a unique opportunity that we couldn't pass.