Background

In early 2015, a food startup asked me to become the Creative Director of its nascent and undefined new brand, Le Bon Magot. Naomi Mobed, the startup’s founder, had a keen sense of taste and a specific aim to build a brand that would deliver a premium experience.

I was charged with not only building the brand, but I was also asked to develop Le Bon Magot’s product line, signage, collateral, and website.

Process

In only a few months, we went from initial concept to production-ready brand and packaging details. While most brands in the chutney category emphasize family heritage, tradition, and bright patterns, we chose to take Le Bon Magot in another direction. Naomi and I both believed that the products should take center stage and that the feeling of the brand should be both modern and sophisticated.

Quick iterations led us to an extraordinarily simple solution: highlight the food and textures, framed by simple color and material choices. The jar tops are gold along with the freshness seal. The logo is embossed. Helvetica works magically for a clean look. All text appears as either white on a clear background or white on a gray background.

Results

Le Bon Magot’s debut at international food fairs was fantastic. People have enjoyed the unusual flavor combinations, and sales have increased steadily. And the brand has received high-marks amongst food vendors for its sophisticated look and feel.

Only a year-and-a-half after launch, Le Bon Magot is on a strong growth trajectory. And as new recipes are created, I’m continuing in my role as Creative Director for Le Bon Magot.