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New Blood Entry — The taste of Dijon

Award: Wood Pencil

Grey Poupon / 2021

"The taste of Dijon" is a new look at the Grey Poupon brand and the heritage of the city of Dijon. The focus of this brand refresh is the celebration of the city as the home of dijon style mustard and Grey Poupon. In this way we aimed to connect the target audience with the authentic French tradition and taste of the mustard. The new brand identity communicates luxury while having a vintage yet modern feel.

What did the judges have to say?

"This entry stood out above all others because of its fine and creative execution. This is a designer at heart. The colour palette, illustrative elements and typography use created a surprising, fresh, modern and distinctive brand amongst its competitors. A well executed solution that – with the right guidance – could be seen working in the real world."

Bart Heideman, Senior Design Director, Dentsu Achtung

"Long Live the Dijon stood out as they did something fresh and interesting with the look and feel from colour palette to illustration style. They modernised the brand for the next generation yet retained enough of what makes Grey Poupon so unique."

Chloe Templeman, Creative Director, Design Bridge London

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