Projects
Abadia de Poblet
Amatller
Ambientadores Aldi
Anne Möller
Bach
Baldo / Kimba
Balliu
Bodegas Bilbaínas
Bodegas Osborne
Castey
Ceras Roura
Codorníu
Copa Sabia
Cotecnica
Cousiño-Macul
Dominante
Ederra
Frizz
Fundix
GoldenBridge
La Granja
La Vicalanda
Lateral Branding
Legaris
Mariebel
Mas Pere
Masdeu
Möller For Man
Ocean
Pastoret
Puro Arte
Raimat
Rondel
San Miguel
Scala Dei
Signat
Simón Coll
Snacks Aldi
Tayaimgut
Via Avgvsta
Viar
Viña Pomal
Viña Zaco
Voortrekker
--
Strategy
Naming
Brand
Stationery
Catalogue
Packaging
Advertising
Web



Info
Contact
Projects
Mariebel Brand
1 2

Mariebel Brand

The association with a traditional, gastronomic and unequivocally French product guided the radical change of what has the mission to express it in the first place, the Mariebel brand itself. (See image 2: previous design)

Underlining the origin was beneficial both for the French market itself and for the export markets, which recognise in France the cradle of most of this type of food base, along with the added value it brings. A discreet tricolour flag forming part of the brand identity makes it explicit.

Its more specific origin can also be identified, at least on the French domestic market. The region where the brand is located, La Vendée, is mentioned in the brand and one of its icons, a windmill, becomes the main motif of its identity. La Vendée has the largest number of historic windmills in France, attesting to the tradition of flour production, which is the basic ingredient in the products offered by the brand.

Both the illustration and the typographies used breathe the classic air that corresponds to the general style defined for the brand.


Mariebel, Brand

Mariebel brochure
1 2 3 4

Mariebel brochure

This printed material, to be downloaded from the website in the future, presents to the market the new image of the Mariebel brand and its two ranges - regular and ecological ready-to-fill bases- giving all the necessary useful information. Available in French, English and Spanish versions.


Mariebel, Catalogue

Mariebel, ready-to-fill bases
1 2 3 4 5 6 7

Mariebel, ready-to-fill bases

This is a category of food product that is closely associated with a geographical origin. The proof is that words like vol-au-vent or tartlet are loanwords borrowed from French culinary terms. Technically, the origin also defines how the product is made. From its facilities in Atlantic France, Mariebel specialises in the production of puff pastry according to the so-called classic or French method, which establishes when and how it is kneaded, so that when the pasta is baked, the crunchy sheets form and acquire flavour, volume and lightness.

In short, the best proof of Mariebel's superior quality stems from the storytelling of its particular elaboration and the imaginery of its truly French tradition and origin. Its packaging would appeal to what we consider to be the most effective perception of value for this category and in any market: the renowned French gastronomic prestige, expressed with timeless elegance and classicism. Last but not least, the packaging had to make the gastronomic promise of a product that requires a preparation irresistible, so it was key to reflect the appetite appeal by suggesting attractive preparation ideas to encourage the trial. The new packaging was going to make a total break from the previous one (see image 7).

With the relaunch of the brand, an organic puff pastry line has also been presented. A valuable contribution at the time of its renewal and in its field of specialization, puff pastry products. To support the new image of the brand, the organic presentations are not structurally different from the regular ones, being identified by the light green color of the strip containing the Mariebel brand on the cases (image 3).


Mariebel, Packaging

cat
esp
eng