The D&AD creative challenge was to give Grey Poupon’s brand identity a refresh, which showcases its enduring luxury in the present day, in order to appeal to affluent millennials in the USA, but without changing the bottle shape or current logo. This brand refresh focuses on the celebration of the senses, its aim was to connect the target audience with the taste and texture of the French mustard, this has been carried out through the use of copy and expressive patterns.

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