Grey Poupon: Brand Refresh


A brand refresh proposal that proudly showcases Grey Poupon as an intersection between French & American culture. Using a combination of calligraphic & serif type, the identity becomes an embodiment the amalgamation of the two cultures harmoniously merging together. This, alongside the high-jacking of the red, white & blue palette of the American & French flags, becomes symbolic of Grey Poupon’s proud French origins & deep roots in American culture.

The identity becomes indicative of a marriage between French & American borders, a transatlantic conjunction forged through Grey Poupon. The refresh stays loyal to Grey Poupon’s heritage & ancestry whilst repositioning itself as a staple deeply routed in American culture - a higher calibre condiment that exudes poise, pride & charisma. The refresh maintains the class & elegance of Grey Poupon’s heritage whilst insuring new-found appeal for American millennials. Above all else the refresh is designed tap into the visual language of enduring contemporary luxury to resonate with an American millennial audience.


Strategy

Mission: Reposition Grey Poupon as an intersection between French & American culture & become the epitome of contemporary luxury.

Vision: Restore the Grey Poupon legacy as to become both unmissable & unforgettable.

Purpose: Reintroduce Grey Poupon to millennials by restoring the brands notoriety & prestige.