La Table, emblematic restaurant of the Airelles Group, celebrates the best of French and international cuisine in a relaxed luxury atmosphere. On the occasion of the Château de la Messardière’s grand reopening, Airelles called upon Creative Supply to create a visual identity for La Table and its new embodiment within the château in the heights of Saint-Tropez, La Table de la Messardière.
La Table des Airelles, a must on the list of all food lovers in Courchevel, revolutionised luxury gastronomy. Its one-of-a-kind gastronomic buffet features the very finest of ingredients, generous servings and first-rate “show cooking.” Given the mountain establishment’s resounding success, Airelles decided to extend the La Table concept to several of its palaces both current and future. The group thus called upon Creative Supply to create a strong visual identity to cement La Table’s reputation while respecting the local environment of each of its embodiments.
Luxury in the details
The La Table project posed a unique challenge for our art director, Hyo Jung Lee. On one hand, we needed to create a strong visual identity for the La Table concept to accommodate the Airelles Group’s ambitions for growth, and on the other, the identity had to cohabit with both the identity of the Airelles brand and that of each property, beginning with the Château de la Messardière.
The first step was to establish a naming concept for La Table’s various new venues. The restaurant’s name was reduced to “La Table” with a reference to the location added as a subtitle, a structure resembling the naming guidelines of Airelles Group hotels. In the same spirit, several icons were created to hint at the local setting: the original lingonberry branch for La Table in Courchevel, and a sprig of rosemary for La Table de la Messardière.
Visually, the logo displays a clear filiation with Airelles without disappearing. Serious consideration went into the choice of fonts: simple and elegant, with a marked size difference between titles and subtitles to emphasise the identity of the restaurant. A signature colour was also selected for each individual establishment to add a touch of colour to the black and gold logo. The rest of the guidelines vary from venue to venue.
A feast for the eyes and the palate
To enhance the visual identity, a “watercolour” style artwork concept was created in line with the uninhibited luxury atmosphere of La Table. The colourful gourmet illustrations show specialties from each of the establishment’s locations, and are featured in the La Table menu as well as beside buffet stations.
La Table’s new identity was unveiled in the summer of 2021 at the Château de la Messardière and will be gradually extended to all of the group’s venues.
“It was a great pleasure to work with the entire Creative Supply team. I really appreciated their concept, their creativity, and their ability to manage our project from A to Z, with a great attention to detail.”
, Marketing & Digital Director, Airelles