INSIGHT:
For this project I was tasked with creating 2 advertisements that would refresh the identity of Grey Poupon, the world-renowned dijon mustard brand.
INSPIRATION
INSPIRATION:
The brand has had connections to hip hop and street culture since the early 1990's with rappers mentioning the brand in their lyrics.
Through this I felt there was an interesting juxtaposition to explore by drawing parallels from the brands original ethos of prestige, luxury and status which can also be found within the subject matter of hip hop lyrics, these comparisons became the launch pad for my creative direction.
SOLUTION:
Within the 2 finished advertisements I incorperated various elements of hip hop through Illustration and character design while exploring themes in subgenres such as fashion and graffiti. By doing this I reintroduced Grey Poupon to a younger audience while maintaining core themes of prestige and luxury.
