D&AD ╳ Grey Poupon
Brand Identity
2022
The 2022 D&AD New Blood briefs were diverse and interesting, however one brief that caught my attention was simply labelled 'Redefine Luxury': its mission? Refresh Grey Poupon’s brand identity to make affluent millennials crave its classic French expertise and quality.
Dating back to 1777, prepared in the original French style with the finest wine and robust grade #1 mustard seeds, Grey Poupon built itself around being a premium mustard brand for the finer things in life - this value being further helped with their 1990s 'Pardon Me' campaign. As time has moved on, millennials now lack familiarity with the Dijon mustard market, and apart from a few references in hit rap songs, its sales have dwindled over the years. The culprit for this? American squirty Mustard. Brands such as 'French's" & 'Heinz' have dwarfed the sales of premium dijon mustards with their easy to use - sweeter tasting alternative. This Rebrand aims to take on the childish cousin of ketchup with an advertising campaign that cuts straight to the point - Grow up and develop taste with Grey Poupon.
Client: Grey Poupon
Deliverables: Brand Identity, Label Design, Advertising
