Maille, the leading maker of condiments, was an ageing brand competing with private labels in a segment that included numerous generic products.
The Maille brand needed to constantly reaffirm its status and expertise.
Another challenge was to adapt Maille’s offering to consumers demanding ever milder products, which meant expanding the range.

Redefine the traditional flagship product, Dijon mustard, around values of uniqueness and savoir-faire. Segment the mustard range by flavor preference.

Dragon Rouge recommended emphasizing the year Maille was created – 1747 – to reestablish the flagship product’s status and convey the brand’s expertise.
This know-how is also reflected in a logo block graphically illustrating a wave, a recognizable element that recalls both the founder’s skills and the product’s qualities in terms of smoothness and mildness.
A new color shading system made it easier to navigate within the traditional range of “Classic”, “Mild” and “Strong” mustards.
In sum, this range, the standard bearer of the Maille brand, reaffirmed its uniqueness by emphasizing its “station” while incorporating resolutely contemporary codes.