St Michel

Cock-a-doodle-doo in the cookie aisle

St Michel has remained a family-owned cookie factory since 1905.It’s a brand engraved in the French collective memory – renowned for its savoir-faire, quality and iconic products that are appealing and timeless. Yet, it was challenged by an outdated identity that had become complex and static. A sleeping beauty to be awakened!

Logo saint-michel avant et après

The hen has been freed and now stars as the brand’s icon in a friendly, joyful tone. A new identity that asserts indulgence and naturalness without exaggeration. A refined structure on a crème patissière background with raw materials and warm colors that embody local origin and echo the culture of quality products from the family-owned cookie factory.





The Maison Allaire: a savoir-faire in the preparation of steamed vegetables that has existed for more than 60 years. We were asked to redefine its branding. The goals: to boost the brand and its offer, to emphasize its commitment to quality and naturalness, and to recreate the bond with consumers.