A new visual direction for Paul Boyé
We updated Paul Boyé's visual identity and brought the direction together in a digital brand guide. The work gave the brand a more controlled, premium expression, designed to reflect a new phase with higher ambitions for quality, clarity and trust after joining NFM Group.
NFM Group
2026
Paul Boyé had a strong history and high recognition in the French market, but the brand needed an expression that better reflected its new direction and ambitions after becoming part of NFM Group. Greater visual cohesion was needed across touchpoints, alongside a stronger sense of quality, clarity and trust.
The rebrand had to mark a clear shift: a new phase for Paul Boyé, with greater precision, confidence and a modern, mature, future-facing expression. At the same time, it was important to preserve the company's French heritage, historic symbols and distinctive character, modernizing the brand without losing what made it recognizable.
We led the development of the visual identity in collaboration with Paul Boyé's designers. Involving the team was important both to establish the right direction and to build ownership of the decisions that would live on internally.
The work began with an exploratory phase reviewing existing materials, visual assets and applications. Through sketches, directions and experimentation, we searched for a new visual voice for Paul Boyé—one that felt clearly renewed while remaining rooted in the company's history.
We then built a more cohesive identity system with an updated colour palette, typography, graphic elements, imagery and principles for segment communication. The direction was collected in a digital brand guide with practical rules, examples and resources that make it easier to apply the brand consistently.
The team combines strategic understanding with first-class creativity, which has been extremely valuable in important branding processes.
We have been extremely pleased with our collaboration with Lumeno. The team has supported both the reshaping of NFM Group's profile and the rebranding of a major company in France, consistently delivering professional, high-quality work.
What particularly distinguishes Lumeno is how responsive, efficient and collaborative they are. We genuinely feel prioritized as a client, and the dialogue has been smooth and solution-oriented throughout.
The creative work is also of an exceptionally high standard. The team combines strategic understanding with first-class creativity, which has been extremely valuable in important branding processes.
We highly recommend Lumeno and look forward to continuing the collaboration.
The result was an updated visual identity that marks a clear new phase for Paul Boyé. The brand gained a fresher, more precise expression, with stronger cohesion across its logo, colours, typography, graphic elements and segment communication.
The digital brand guide gives Paul Boyé a practical system for using the brand internally and externally. It makes it easier to create materials that feel cohesive, professional and aligned with NFM Group, while Paul Boyé retains its own history, personality and recognition.
