Rather than a complete upheaval of Grey Poupon’s identity, the goal was to make the brand appeal to a new demographic - ‘affluent millennials.’ The possibilities in terms of potential medium were open.

The brief requests 3 example executions of how the brand might be refreshed in the real world. These could be realised in a number of ways, print, video, brand comms, social media, point of sales. Essentially anything appropriate to the brand could be produced.

The brief posed an interesting question to me; what does contemporary luxury look like? My work process relies heavily on research to generate ideas, so the contextual element of this project appealed to me greatly.There are already many associations of Grey Poupon being a sophisticated mustard, so marketing it to millennials in a similar way to ‘Uber and Kombucha’ seemed like an inviting challenge.