A former fishing village turned family seaside resort, Valras-Plage sits quietly on the southern coast of France, near Béziers. Nestled where the Orb river meets the Mediterranean, it offers a gentler kind of escape — 2 kilometers of Blue Flag sandy beaches, a Natura 2000 protected reserve, and a calm, pedestrian-friendly town that offers a calm, family-friendly alternative to the region’s more commercialized resorts.

The new identity captures this balance — between nature and culture, heritage and reinvention. Between summer memory and year-round life.

A New Chapter for a Timeless Place

The story of Valras-Plage began in the early 20th century, when wealthy winegrowers from Béziers and well-off vacationers turned it into a refined and sought-after seaside destination. Officially established as a commune in 1931, the town continues to evolve today — quietly, and with intention — guided by nature, heritage, and a commitment to gentle tourism.

The new visual identity reflects this history and ambition. It sets Valras-Plage apart from the mass-tourism model followed by many neighboring coastal towns. Here, the future is rooted in closeness to nature and life’s simple pleasures. Getting around by bike or on foot along the many pedestrian promenades and seaside paths. Enjoying sand, sea, and sky on unspoiled beaches. The spirit of a small-scale town — not a sprawling resort.

A Symbol From the Sea

The seahorse, long part of Valras-Plage’s coat of arms, returns as the central figure of the brand. Chosen by the town’s early fishermen, it embodies both fragility and resilience — a gentle guardian of the Mediterranean.

Here, it becomes more than a logo. It’s a link between past and present, local life and marine identity.

Natural Colours, Human Tones

The colour palette softens the town’s historic blue and yellow.

Instead of sun and sea as icons, they’re filtered through a more human lens: warm, faded tones that evoke real skies, real sand, real light. A palette that breathes. Honest. Familiar. Alive.

Typography With Roots

The typographic palette builds a bridge between past and present. The main sans-serif is inspired by Art Nouveau curves, a nod to the early 1930s when the town was formally established.

The titling font is a reinterpreted Windsor — warm, slightly nostalgic, and in harmony with the surrounding nature. It adds character, bridging history and emotion.

Illustrations That Anchor Memory

A series of illustrations further enrich Valras-Plage’s identity, and make it come to life. Their hand-drawn, irregular lines give them a “made by hand” feel — echoing the town’s human scale and slow-tourism mindset.

Each illustration depicts a landmark or symbol: the lighthouse, the arch, the seahorse. Together, they form a visual language that’s both poetic and practical, used in patterns, signage, and communications.

A Template System That Frames Memories

The graphic system centres on the town’s iconic arch — an architectural frame that opens onto the sea. In the identity, this arch becomes more than a motif — it becomes a frame for memory. A way to spotlight content, highlight the town’s landmarks, and offer consistency across formats.

The system is both practical and poetic. Whether used to hold images or text, it provides structure even when content is minimal — making it a reliable and flexible tool for communication.

The arch becomes a consistent visual anchor, a window into Valras-Plage.

Slow by Nature

This is an identity built to reflect a place that welcomes without shouting. That invites without rushing. That draws you in — and lets you breathe

The identity tells Valras-Plage’s story. One rooted in the land, shaped by the sea, and drawn for the people who come here — year after year — to make new memories.