Contribution: Creative Direction, Design, Illustration, Animation & Video Editing
Medium: Adobe Photoshop, Illustrator, After Effects, Premier Pro & Procreate
Grey Poupon had a strong cultural presence with older generations but lacked the same relevance with millennials and Gen Z. To bridge that gap, we decided to turn the classic brand on its head and reintroduce it in a modern, playful way. The core concept was to redefine cultural classics with a fresh twist—injecting a cheeky, fun, and accessible tone into the brand.
Our visuals reference iconic works of fine art, like the Mona Lisa, but reinterpret them with a playful, contemporary style, incorporating subtle Grey Poupon cues. We extended the rebrand into branded merchandise and social media, reinforcing the message that the new Grey Poupon is "classically different." The brand is no longer just mustard, it’s a lifestyle.
Additional Credits:
Copywriter: Mnrupe Virk