Vivien Paille remains relatively unknown to the general public, but for 40 years this company has been developing solid expertise in legumes, cereals, and rice. Its traditional know-how has enabled it to carve out a strong position in the French market. In 2022, the Avril Group, a specialist in vegetable oils and proteins, acquired this family business. The acquisition came at the right time, as flexitarian diets are rapidly gaining popularity.
Our o3 challenge: to create cohesion around a shared vision. Vivien Paille needed to define a purpose that resonated with all its employees and transcended the group's various activities. The goal is to find what truly unites the teams beyond sectoral appearances, to give strong meaning to this transformation.
Our vision of progress
Defining a purpose is not something to be taken lightly. It must reveal the “why,” the raison d’être, every Vivien Paille employee gets up every morning.
We wanted to avoid corporate jargon and focus on the human aspect. “Sustainable innovation,” “Feeding the future”… Certain words have lost their meaning through overuse. To reveal an authentic Why, we had to dig beneath the surface of clichés.
So we organized a two-day co-creation workshop in Lille, bringing employees together around their purpose. The approach? A motivating design fiction that allowed us to authentically capture what truly defined the Group. It was a creative process that freed up speech, far from corporate language, to bring out the real motivation, the real purpose.
Our actions
Advancing the wording
We developed a distinctive concept: “Les Bien Faiseurs du Végétal” (The Well-Makers of the Vegetal). This bold neologism allows Vivien Paille to clearly differentiate itself from its competitors by highlighting its unique commitment to the world of legumes. Despite initial challenges in gaining acceptance, this linguistic innovation has paid off. We demonstrate that with creative boldness, a well-chosen expression can transform the perception of a company and create a lasting competitive advantage in the market.
Advancing the Group's cohesion
We are helping to define a raison d'être based on Vivien Paille's 40 years of experience while preparing for the future after the takeover by Avril. The idea? To find what truly unites the team beyond the group's different businesses and activities. This is fundamental work to ensure that everyone identifies with the direction taken by the company.
Advancing the narrative
We draw on collective memory to build the future. Everyday anecdotes, informal practices, and team traditions constitute the company's intangible heritage. By highlighting this narrative wealth, we identify the foundations on which to build an authentic Purpose.
The results
Co-creation workshop: Two days in Lille with Vivien Paille employees to reveal the company's authentic DNA and express its Purpose.
Brand narrative: Writing a unique and inspiring story, with a focus on RTBs and evidence-based discourse based on 40 years of expertise.
Corporate Brand Book: Creation of a specific baseline and comprehensive editorial charter to structure the brand's verbal identity.
Motion design: Development of motion design to animate the visual identity and reinforce the impact of communication.
Our resources
