Maille

01Challenge

Maille was celebrating 270 years of craft and invention. It wanted to bring its signature intense flavours into today's world and inspire a new generation of food explorers. The brief was to redesign its look and feel to reflect a new positioning, with a clearer, more cohesive portfolio. Recognisably Maille. Rooted in craft. Reimagined for today.

02Idea

A New French Informality. A new creative strategy, brand identity, portfolio architecture and brand world that cue taste in a contemporary, premium and inviting way. Research into Maille's heritage and archive shaped a refined wordmark and crest. Three portfolio pillars, Classic, Flavour Flair and Exclusive, bring order to mustards, vinegars and oils. A new illustration style carries through to the Christmas edition.

03What I did

I led the design direction, from initial concept development to presenting to the client. I directed and designed the refined logo and crest, and the pack redesign across mustards, vinegars and oils. I art-directed the illustration style and the seasonal packs, and oversaw print production.

04Craft & deliverables

• Heritage research in the Maille archive
• A refined wordmark and crest
• Portfolio pillars: Classic, Flavour Flair and Exclusive
• A new illustration style and Christmas edition
• The full range on shelf