Reinforce the perception of the brand's premium positioning

Project overview
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Our work

Within the La Redoute web ecosystem, the positioning of the AM.PM decoration brand has evolved towards premium design and manufacturing. How to express this new positioning while remaining on the website?

our strategy

You said 'Premium'?

Is 'Premium' a handy buzzword to justify price positioning? No. For us, AM.PM's premium positioning is based on the evolution of its design, its materials and its local and responsible manufacturing methods. This is what we wanted to translate into this moodboard, which identifies 3 avenues of graphic expression.


Finding strong positioning markers

Towards a premium identity

Alternating serif typeface played in caps with a thinner stick typeface.

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our keyword


A home page that makes you want to walk through the door, to discover the atmosphere of the AM.PM house. The page "Carnet de Maison" gives ideas, inspires before buying.

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