St Michel

St Michel, a family-run biscuit factory since 1905.

A brand firmly anchored in French people’s memory, renowned quality and know-how with iconic, timeless products. But its identity needed to be brought up to date: it was a Sleeping Beauty to be woken up!

The hen is set free and displayed as the brand’s icon with a familiar, good-natured tone. A new identity that champions a delicious, natural positioning.
A simple pleasure that is part of everyday life. A brand that day after day is expanding its expertise in pastries, “new-generation” biscuits and new biscuit uses in France and abroad.