Cluizel — Global Rebranding

Overview

Transforming Michel Cluizel, a 75-year-old B2B chocolate brand from Normandy, into a premium Parisian maison of fine chocolate, repositioning it as a major player in the competitive B2C luxury chocolate market. The rebranding project involved a complete strategic and visual overhaul, ensuring consistency across packaging, retail design, and digital platforms.

The resulting brand narrative and design reflect Cluizel’s rich heritage, craftsmanship, and commitment to quality, balancing authenticity with sophistication to engage both new and existing consumers.

Role - Creative Direction
Brand Strategy Development
Art Direction (Logo, Typography, Packaging, Photography, Videography, Styling, Retail Design, Brand Guidelines)
Production + Post Oversight
Team Management
Client Management
Project Lead

Project
Brand Repositioning
Identity Development
Art Direction

Brand Positioning & Identity Refresh

The brand platform is anchored in 3 core values: passion, tradition, and authenticity. These values guided the development of a refined brand personality that balances elegance, boldness, and an uncompromising commitment to quality.

The visual direction emphasized a modern, minimalist approach. The logo was simplified to a clean, modern design with a custom typography system in sans-serif fonts, merging tradition with contemporary appeal, and the color palette featured rich chocolate hues paired with muted, sophisticated tones, reinforcing a sense of luxury and authenticity. The original diamond shape was reimagined as a versatile graphic element to highlight storytelling and imagery, reinforcing brand distinctiveness and linking to the brand’s heritage.

Packaging & Retail Design

The packaging and retail spaces were designed to highlight Cluizel’s craftsmanship and premium positioning. Macro shots of chocolate textures were used to emphasize quality and uniqueness, creating an immersive, cinematic experience. The sleek, minimal packaging and boutique interiors exude sophistication, enhancing the customer journey.

Photography & Art Direction

Capturing the artisanal know-how deeply rooted in passion and precision. The art direction sets a tone that is sophisticated, elegant, and bold, elevating the visual narrative with a premium feel, even when set against the backdrop of conventional factory settings. 

Brand Guidelines for Social

To extend the rebranding across digital platforms, a social media playbook was developed. The visual language combined the geometric diamond motif with a refined typography system and a bold color palette inspired by Parisian elegance. This ensured consistency and a premium feel across all social assets.

Social Asset Templates & Graphic System

The diamond shape was further utilized as a versatile graphic element to frame content and enhance storytelling. Tailored templates were created to highlight product flavors and tasting notes, reinforcing brand distinctiveness and engagement.

Before — Social grid

After — Social grid

Photographers
Atelier Mai 98
Angela di Paolo
Linda Lam

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