Maille
Giving mustard some character
CONCEPTING / COPYWRITING / ART DIRECTIONThe classic French mustard brand needed a bit of love and care to bring it into the 21st Century. I helped give the brand some character and ambition through summer and Christmas campaigns.
The new brand platform celebrates food and cooking as an adventure. It revels in the delights of exploring flavour and following your taste buds. And always with a dash of Maille, of course.
We worked with photographers Laura Edwards and Haarala Hamilton to create a suite of new assets that showed off beautiful food made with Maille.
A tone that packs a punch
Using storytelling and clipped sentences, the tone of voice captures the adventurous attitude of cooking with Maille and exploring flavour.
Christmas campaign
A mustard hamper doesn’t spring to mind when you think about Christmas gifts. It’s a condiment you usually buy for yourself. Like mayonnaise. Or ketchup.
We had to get Maille thought of as the perfect gift to give your foodie friend or family member. So we got people thinking about who that food-loving taste-obsessive someone they know is, with funny and personal stories. And delicious looking food.
