109 Distribution Électrique is a well-established electrical distributor based in Réunion Island, operating through four major branches strategically located to ensure full island coverage. With an inventory of over 6,000 products, 109 serves professionals and businesses with reliable access to electrical and lighting solutions.
Vision
109 aims to become a pioneer of electrical solutions in Réunion Island by reinventing distribution and service while enriching the local community through innovation and excellence. A key part of this vision is building a strong digital presence capable of expanding the brand’s scale and reach.
109 aims to become a pioneer of electrical solutions in Réunion Island by reinventing distribution and service while enriching the local community through innovation and excellence. A key part of this vision is building a strong digital presence capable of expanding the brand’s scale and reach.
The Problem
Despite its strong operational foundation, 109 lacked a cohesive and consistent design system. This resulted in a fragmented visual presence across both physical and digital touchpoints. The existing logo failed to express the brand’s energy and sense of movement, and its rigid structure limited adaptability across modern applications.
The Solution
The rebrand began with defining a central Big Idea: Flow Forward. This concept represents continuous movement—an ever-evolving force that drives progress, innovation, and reliability throughout the brand.
The creative direction was built around a minimal, clean, and industrial aesthetic. The idea of “flow” was translated visually through a gradient line system, introduced as a primary graphic asset that carries motion and energy across the identity.
A new minimal logomark was developed, inspired by the way energy is formed through the collision of electrons. This mark was paired with a refined 109 Distribution Électrique logotype designed to function both as part of the system and as a standalone element.
The brand’s signature red was retained as the primary accent color, refined to feel more vibrant, energetic, and dynamic. It was paired with blue through gradients to symbolize movement toward cleaner and more sustainable energy.
A comprehensive iconography system was strategically crafted to cover every aspect of the brand, ensuring visual consistency across social media, advertising, the website, and interior environments. This system was further supported by a cohesive set of illustrations, patterns, backgrounds, and a defined photography style—creating a unified and recognizable visual identity across all mediums.
