To drive this transformation, the brand partnered with La Racine, whose deep understanding of French manufacturing companies helped reveal the very essence of Nogent***. From this collaboration emerged three founding values—integrity, efficiency and balance—which will now guide all strategic decisions, from product development and communication to the brand’s graphic expression.
This work made it possible to formalise a mission deeply rooted in the Maison’s DNA: “To stimulate the pleasure of the gesture, an essential expression of the French art de vivre, among both cooking enthusiasts and the most demanding gourmets.” This mission restores the full sensory and emotional dimension of Nogent*** products, highlighting the warmth of wood, the precision of the gesture, technical mastery and the intimate bond that links kitchen and table. It is underpinned by a consultation process involving teams, distributors, users and international partners. It also reaffirms a century-old heritage and a level of manufacturing excellence that is now rare in France, as Nogent*** is one of the very few cutlery houses capable of producing a knife entirely under one roof, from blade to rivets. This complete, precious and distinctive mastery will now be fully brought to the fore. The comprehensive overhaul of the brand platform includes a new logo—understated and elegant—drawing inspiration from historic typefaces reinterpreted in a contemporary way. The three stars, the brand’s historic signature, gain in finesse. Sharpness, a central concept of the repositioning, is subtly expressed in the design, foreshadowing the future expansion of the ranges. Nogent*** no longer wishes to be perceived solely as a knife brand, but as a specialist in cutting in the broader sense—a legitimate territory that will pave the way for future extensions already under consideration. The new identity will also be expressed through redesigned packaging, conceived at the crossroads of craftsmanship and modernity. Direct references to the brand’s archives, a history-laden burgundy red and clearer, more readable layouts—freed from superfluous information—will enable Nogent*** to stand out immediately on the shelf, after years in which its presence, though solid, remained difficult to identify.
This evolution will be unveiled at Ambiente, where Nogent*** will present a fully reimagined stand featuring raw materials, carefully crafted lighting, scenography dedicated to blades and wood species, and a completely renewed photographic universe. The revised B2B catalogue will highlight the Maison’s core savoir-faire—particularly wood transformation—and restore full prominence to the historic range created in 1923, now renamed to more accurately embody its heritage. Nogent*** will also use the show to introduce a strategic new product: table knives with handles made from bio-based materials combining wood fibres and plant-based components, designed to meet the expectations of both the hospitality sector and retail. Available in three colours and priced at around €50 (incl. VAT) for a set of four, they mark the launch of a new product dynamic aligned with the brand platform, eco-design principles, durability and a balance between professional and domestic use.
Finally, from 2026 onwards, the brand will roll out a strengthened commercial strategy, with a denser on-the-ground network, a clear ambition to increase its presence in the hospitality sector—both in the kitchen and on the table—and a growing emphasis on prescription through restaurants. On the digital front, a fully redesigned corporate website will complete the existing ecosystem, offering dedicated space for values, commitments, innovations, recruitment and brand content, while consumer-facing communication will be amplified across social media channels.
At Ambiente 2026, Nogent*** will not merely unveil a new collection. The brand will open a new chapter in its history and affirm its renaissance under the leadership of Aymeric Géant, who has taken the helm. This global event provides the opportunity to establish a fully reimagined brand platform, first and foremost embodied by a renewed logo. Like other heritage houses engaged in a profound transformation of their markets, Nogent*** has chosen to fully embrace modernity, to address today’s consumers with clarity and relevance, and to consolidate its legitimacy with future generations.
Source: Home Fashion News January26
