alplan

The new brand ecosystem is direct and captures the reliability and technicality of the product.
Alplan is a Constellium aluminium plate brand which occupies the most technological segment of the market.

context

Alplan is a top-of-the-range brand of aluminium plate for machining with industrially processed products. Alplan is actually the heart of an aluminium plate, which requires machining and a special aluminium alloy.

challenge

To demonstrate the difference in quality of a top-of-the-range product with standout technical characteristics. To prove to users that they will save time and get a higher quality finish on series components. To highlight the benefit of a product in an industry where the price tends to be compared with the gross weight of materials.

result

Bader.creation focused on brand positioning. The ideal audience for this product works on technically demanding components. The product's competitive edge is stability, withstanding machining without distortion.

Bader.creation developed a graphical system to convey the concept of technical stability. We defined an editorial tone and a hierarchy of clear, more radical messages and combined them with photography that blends expertise and technical demonstration.

Light and technological
Alplan's new image is linear and light, emphasising the fact that machining will not distort this product. The brand identity represents a very particular kind of positioning, combining a B2B problem and a technical end user benefit which is precise and difficult to transcribe. The communication system for this brand required a fine balance between technology, imagery and convincing texts. Photo credits: Sébastien Agnetti and Elias Amari