Brand Repositioning & Identity Development | Packaging, Website, Retail, Social, Print, PR

A full-scale rebrand to reposition Michel Cluizel, a heritage chocolatier as a luxury Parisian maison. Our strategy, design system, and marketing communications all centered on elevating its premium presence by highlighting its artisanal roots and commitment to pure ingredients.

With the help of agency partners and a small but dedicated team, we transformed every brand touchpoint—from identity and packaging to retail, digital, and content production—laying a long-lasting foundation for its premium image today.

The rebrand centered on 3 strategic pillars—passion, tradition, and authenticity—balancing heritage with modernity to engage both existing and new consumers.

Cluizel’s new packaging and retail experience reinforced its craftsmanship and premium positioning. Sleek packaging, cinematic macro shots, and a more immersive retail environment elevated the customer journey.

The visual direction captured Cluizel’s artisanal savoir-faire—balancing elegance with a bold, refined aesthetic. Even within factory settings, every shot was treated as a premium visual narrative, reinforcing the brand’s elevated positioning.

To extend the brand transformation online, we developed a comprehensive digital identity system, ensuring consistency across all platforms. The social media presence was redesigned with a refined visual system that brought together custom typography, a sophisticated color palette, and a structured grid layout.

Before — Social grid

After — Social grid

The Results
• Revenue growth in 2022 surpassed pre-rebrand figures, maintaining a steady upward trajectory.
• The team confidently communicates the brand’s refined message and visual identity across all channels.
• The rebrand laid the foundation for successful new product launches and market expansion opportunities.

My Role — Freelance Creative Lead
Brand Strategy Development
Identity Development
Art Direction (packaging, photography, film, styling, retail design, brand guidelines)
Production + Post Supervision (film, photography, motion)
Team Management
Client Management
Project Lead

The Team — Doer
Pauline Picca
Camille Rostoucher
Yohan Greck
Julien Veillon

Photographers
Atelier Mai 98
Angela di Paolo
Linda Lam