Before you get started, this was nominated to be taken to the next stage of the D&AD awards, if you would like to watch my entry animation, please watch the video at the bottom!

This was a rebrand I did for Grey Poupon in aid of the D&AD awards.  The goal was to reintroduce their mustard to millennials, articulating enduring luxury in the present day through its french and vintage routes. It wasn't a complete rebrand as they wanted to keep their logo and iconic bottle shape. The target audience was affluent millenials based in the USA, aged 25-42 on an income of 70k a year. 

My idea was to wrap the jar, show one design on the outside and a different one on the inside. The outside is a preview of the classic style of pattern design typically found on French antique furniture, simplified down to tailor to todays audience. This design drawed upon Grey Poupon French heritage. 

On the inside was a series of icons that represented all things Poupon, such as luxury dishes and ingredients its likely to be paired with or classic French icons such as the Eiffel Tower.

The modern design better suits todays world, and represents Grey Poupon timeless taste, just as relevant today as it was in 1866. I wanted to also show that it is one of life's little luxuries, and opening it up after purchase is like a little gift.