Velvet Unveiled: A Bold New Era for High-Speed Rail in France

Compelling insights on a journey that redefines rail

This month marks a major milestone in French rail travel with the official unveiling of Velvet, a visionary new entrant redefining high-speed mobility.

We are proud to have played a role in this ground breaking project, helping bring Velvet’s brand promise to life through a seamless, passenger-focused experience that celebrates novelty, pleasure, and simplicity.

In close collaboration with Velvet, Onepoint, Alstom and suppliers, we helped shape an offer that stands out for its distinctive identity and clear customer focus. From the outset, our goal was to design an experience that feels as fresh and thoughtful as it is efficient.

“We staged the idea of this two-tone ribbon that dances along the white livery [a light color is required to reduce heat inside the cars] and reinforces the idea of movement and change,” confirms Christiane Bausback, Managing Director and Head of Design at N+P.

“The association with speed, softness, and performance happened instantly. Some knew that ‘Velvet’ translates to ‘velours’ in French; for others, it was a reference to the band The Velvet Underground and to the ‘rock universe’,” recalls Julien Féré, Partner at Onepoint.

“...[The logo is] resolutely rock-inspired as well, with a bold typeface, designed in an upward motion and evoking acceleration, like a rollercoaster,” adds Margot Besnier, Brand Expert at Onepoint.

Beginning in 2028, Velvet will introduce 10 million additional seats annually, offering a new, human-scale travel experience that connects Paris to Bordeaux, Nantes, Angers, and Rennes.

Congratulations to the entire Velvet team, Alstom, and everyone involved in this exciting transformation of France’s rail landscape.

👉 Learn more about the Velvet project at www.velvet.fr