In the 18th century, during the reign of French King Louis XV, Antoine-Claude Maille was a manufacturer of high quality mustards and vinegars. His products were praised by the king and thus, were soon sought after by all of the major European courts. However, after such rapid expansion, there was a problem. While it was generally accepted that Maille was a brand of excellent quality, it had began to weaken its links with its two brand ‘boutiques’ based in both Paris and Dijon. The potential to offer an affordable luxury brand that was unified across all touch points, was being neglected.
CBA were invited to revive the brand's history and explicate the 265 years of experience Maille had in the market by opening an expanded network of boutiques that rectified the weak links that had been previously established. The strategy balanced the expression of Maille’s heritage with the explosion of creativity that had accompanied the brand since its inception.
The re-brand was based on new discoveries and tasting. The first of the International Maille Boutiques to open was 2 Piccadilly Arcade, in October 2013. Customers were drawn by the initial amazement at the the boutique's uniquely spectacular cyclical window. The Maille brand transcended the entire space, and the store was designed around a main hub that had a mustard pump placed on it. This novel serving of the product was an interesting juxtaposition of traditional recipes and new serving methods and the various visitors enjoyed this peculiar concept. The wide array of products that Maille offered were placed on the shelves amongst intermittent snippets of the company’s history (old jars, vintage posters). To match this re-emphasis on the history and heritage of the brand, packaging was re-designed and implemented throughout capital cities all over the world.
As a result of our work, La Boutique Maille received the Janus du Commerce label and the Global Design Prize at the Grand Prix Stratégies du Design 2014.