The story begins in 1905 when Joseph Grellier cooked in his wood oven round golden cakes he called “Galettes St Michel”. His wife Constance left to sell them to the Parisian ladies on the beach.
Team Créatif shares the values of St Michel : authenticity, simplicity, pleasure, family and generosity. This is why our partnership came alive.
The mission of the Branding & Packaging Identity agency is the global overhaul of the identity of the French gourmet biscuits St Michel. Bring more consistency between the elements of the mix and strengthen the relationship between consumers and the brand, reawaken the potential of St Michel via a new brand platform, create a range architecture that ensures the immediate link of each range, and product to be better spotted on shelf.
The creative approach is to capitalize on the orange coloring branding, born at the same time as the name St Michel, to reinforce the shelf impact, to create a strong and typical brand structure, a kraft headband to underline the expression of the true commitment and craftsmanship, and work staging products to emphasize indulgence. Finally, the emblematic hen of the brand carries high and strong the colors of France, the local anchorage.
St Michel is present on 3 markets: Biscuits, traditional pastry and elaborate pastry
The challenge is to reveal the incredible potential of this iconic brand, its history and its heritage of pastry cook, to accompany the brand in its ability to innovate with simple good and greedy products in perfect resonance with the trends of “Better Eating “, good and natural. In fact, the French family brand has always been committed to a quality approach both through its local supplies, close to its factories, and through the use of French wheat flour cultivated by partner farmers in the respect of environment as well as hen eggs raised outdoors without palm oil. Good natural ingredients for good products.
In addition to consistency and brand impact, this recast decision has two ambitions:
. The conquest of international markets
. Accelerating the development of innovations
Team Créatif aimed for the perfect balance between heritage, authenticity, tradition and modernity and to live the passionate commitment of this Made-in-France brand. The agency proposes a strong identity to affirm the status of this producer brand and express the ancestral know-how of the biscuit maker.
An adventure to follow very soon with the launch of new packaging and innovations …