FREE TO CHOOSE THE BEST

A new identity to establish Meilleurtaux as a leading financial advisory brand — more premium, human and transparent.

After 25 years of helping people across France, Meilleurtaux is reinventing itself to fulfil a new ambition: giving everyone the tools to compare, choose and make decisions with confidence. Carré Noir therefore rethought the brand platform and identity around a founding principle: making freedom of choice the true added value of financial advice.

The new logo expresses this evolution through a sign that is both solid and dynamic. Two pillars evoke reliability, while two semicircles suggest continuous progress. The typography, understated and contemporary, conveys the brand’s expertise and digital dimension, while the coloured dot on the “i” echoes its heritage.

The new brand territory combines terracotta and deep black, striking a balance between warmth and authority, complemented by authentic photography that reconnects finance with the everyday lives of people in France.

With “Libres.” (“Free.”), Meilleurtaux asserts a simple promise: giving people access to the best opportunities without complexity or influence, through the combination of expertise and human connection.

The new identity has been rolled out across its network of 350 branches, establishing a clearer, more contemporary brand firmly focused on empowering its customers.