E.Leclerc
"Always lower prices, on everything"
This slogan, launched over 30 years ago, sums up the very purpose of the E.Leclerc movement. It reflects a true brand strategy focused on protecting consumer purchasing power. As a challenger to traditional profit margins, E.Leclerc built its reputation on a clear, compelling promise: to offer lower prices and make products accessible to all. This positioning translated into bold, retail-driven branding, an impactful visual identity that remains instantly recognizable, even in an increasingly complex marketplace.
Les informations clés
Over 30 years of collaboration
600 independent entrepreneurs
France’s leading food retailer
€49.9 billion in revenue in 2024
25% market share
726 stores
140,000 employees
19.68 million customer households in 2023
Nearly 700,000 new customers in 2023
"Always lower prices, on everything"
This slogan, launched over 30 years ago, captures the very essence of E.Leclerc. A brand strategy firmly rooted in the defense of consumer purchasing power. As a disruptor of comfortable margins, E.Leclerc has built its reputation on a clear, no-frills promise: selling at lower prices to make everyday products accessible to all. This positioning is expressed through bold, retail-driven branding, with a visual identity that’s striking, instantly legible, and effective across increasingly fragmented markets.
A design rooted in frugality
To resonate with the public, design must be simple, clear, and functional. A design of frugality, inspired by Mies van der Rohe’s “Less is More”: every visual element serves a purpose, nothing excessive, nothing superfluous.
For over 30 years, Saguez & Partners, design and branding agency, has supported E.Leclerc in developing its visual identity and the retail architecture of 33 stores across various regions, including La Roche-sur-Yon, awarded Best Store Design at the 2023 MAPIC Awards.
