Brief
Reintroduce Grey Poupon mustard to US affluent millennials by creating a brand refresh that articulates its enduring luxury in the present day, through its French and vintage roots.
Design solution
My approach was to design three illustrations according to the new TOV I developed for the brand. Those should showcase the Millennials interacting with the product. The overall style I chose and developed put emphasis on the French allure colour palette and cosy atmospheres. They have different textures to enhance the sensations of the product within different scenarios of its consumption. I also made use of elements and environments the target audience is familiar with so they would relate to the brand.
