- Services
- brand identity, campaign
- Sectors
- art & culture, public & institutional, events Collaborations
All piknik team
Clients- French Embassy in Belgium
EXTRA is an initiative promoting contemporary French art in Belgium. Each year, EXTRA selects and funds artistic projects co-produced by Belgian cultural organizations and French artists. Launched by the French Embassy in Belgium, the program guarantees quality, showcasing the latest in French creativity.
Our branding overhaul for EXTRA centered on their existing oval “label” logo—a nod to produce labels that signal quality and origin, akin to the AOP (Protected Designation of Origin) mark on premium French products. The label also echos ideas of import and export of goods, a perfect symbol for the cultural exchange between the two countries.
The new identity needed to be simple, adaptable, and easy for embassy staff to use. We embraced the label concept, creating versatile versions that suit diverse applications, from small logos in collaborations to full-page posters and tote bags. One version features the program’s playful parakeet mascots, while minimalist alternatives appear in a vibrant color range.
Our team managed all print production, including stickers of the EXTRA logo and parakeets for the public to distribute in a guerilla-inspired style. A bold, foldable paper program completes the new identity, with vibrant colors and information easily accessible at a glance.
EXTRA is a program dedicated to promoting contemporary French art in Belgium. Each year, EXTRA selects and funds projects co-produced by Belgian cultural organizations and French artists. Launched by the French Embassy in Belgium, the program acts as a quality seal, representing the latest in French creativity.
Our branding overhaul centered on EXTRA’s oval “label” logo, inspired by produce labels symbolizing quality and origin, much like the AOP designation for premium French products.
The identity had to be simple and adaptable. We developed multiple versions, from small-scale logos to full-page posters and tote bags. One version featured parakeets as playful mascots, while minimalist options came in vibrant colors. We also oversaw print production, including guerilla-inspired logo stickers and a bold, foldable paper program.
