ASK

Choose a company you’d like to rebrand and explain why. 

INSIGHT

Grey Poupon has been used as a metaphorical status symbol in hip hop and rap culture.

IDEA

Rebrand Grey Poupon to appeal to the new target market of Hip Hop and Rap culture. 

For the logo I created a custom black light font paired with a bold sans serif to solve for legibility and serve tribute to the previous logo.

For the packaging rebrand I wanted to showcase the product by having it peek through to create contrast to large use of black that have been set within the new design guidelines.

This full brand refresh allows Grey Poupon to expand to be a product that you can not only see, smell, eat, and touch but now you can listen to it too, by scanning a Spotify code to hear how artists are using the product in their lyrics.