One Of The Finer Things In Life
A collaborative project for D&AD’s New Blood 2021 Grey Poupon Brief. ↓
#D&AD #GreyPoupon #Collaborative #Campaign #Illustrator
The Brief:
'Refresh Grey Poupon's brand identity to make affluent millennials crave its classic French expertise and quality.'
Along with two peers, we worked together to give Grey Poupon a modern and luxurious brand refresh and push out a campaign which is relevant to our target audience across various touch points.
With this design work, there is an accompanying Brand Guidelines which can be viewed here.
Team: Ammara Lorgat, Komal Saeed, Namrata Gupta
Our Insight:
We wanted to find a way to appeal to the intended target audience and so focused on the visuals and touch points which could enhance Grey Poupon’s branding and what the brand already has in place. We used grey as a key colour for the visuals, along with illustrated vines to highlight how white grapes are used in the Dijon mustard.
Our Idea:
A campaign focusing the idea of recipes; a Cookbook featuring recipes of meals which all incorporate Grey Poupon mustard, ‘Pop out' recipes, attached to the outer packaging designed for the mustard which can be collected and kept by consumers and Social Media posts featuring illustrated 'swipe across' recipes for consumers to follow.
Our Reach:
Our campaign would be stretched out across the mentioned touch points which would reach our intended audience as well as those out of the Millennial age range. The project’s reach can be further extended with video advertisements incorporating the new brand refresh.
