Toutastus - Branding & Product Lines

Toutastus - Paris

Branding, packaging and displays

Toutastus is a French company selling various products on big fairs, exhibitions, markets, street markets, etc. Based in Paris, it is also a global distributor.

I've created their name and logo, along with numerous packaging, displays, banners, stands, gazebos, flyers, for the sub-brands they developed.

Creating the name

Astuce, in French, means trick, ingeniousness. It has the same root as astuteness.
The products Toutastus sell, often add a clever twist to the usual ones and I thought using the name Astuce was very fitting.
Since the company creates a lot of sub-brands, their logo also appears, most of the time, preceded by the mention "made by", as in, "made by Toutastus".
Which made me think of the common expression "by God!", "by Zeus!".
I wanted a clear French influence, so I thought about well-known French expressions that began by "by..." or, in French, by "par...".
And of course, the famous "Par Toutatis !" found in the Asterix comics came to my mind.
Then it was a matter of blending those two concepts: Astuce and "Par Toutatis !".
Which gave birth to Toutastus!

Crafting the logo

With such a strong and evocative concept for the name, finding the graphic solution was pretty straightforward.
It had to have comics lettering influences, the notion of exclamation and a general playfulness.

Here is a selection of a few of the products I developed for Toutastus:

Various packagings in the same sector. The aim was to have a visually coherent line of products.

Hache 'n' Twist is a smart manual mixer.

The Râpeur Trancheur is a smart grater and slicer.

Turbo Twist is a smart manual mixer.

Triplucheur is a smart slicer with 3 interchangeable blades.

Le Pélican d'Argent is a smart pair of food scissors.

Brosse Lissante is a smart straightening brush.