Brief: Revive the history of 265 years of gastronomy and leverage the prestige of the brand and their products across all touch points, in France and abroad, beginning with an expanded network of boutiques.
Idea: Tapping into the heritage of the brand, inspiration was taken from the Grand houses of Europe and their kitchens to created new brand assets - including the coat of arms, earthenware and the black and gold colour palette.
The Maille retail environments gave consumers the chance to physically interact with the brand – using all their senses to really embrace and explore what Maille represents.
All touchpoints aligned together to reinforce the meaning of premium, yet affordable luxury for the consumer.
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.