DIY Your Eat Grey Poupon

The Brief: Rebrand the existing Grey Poupon bottle towards affluent millennials.

I created the DIY Your Eat campaign in line with millennial values. I considered what makes the generation stand out from the previous? I realised, millennials care about changing the world and looking good while doing it.

Inspired by food campaigns such as Oatly’s and affluent high fashion campaigns, I wanted to combine two things: sustainable living & accessorising your home.

All of the type and slogans are taken directly from the letters available on the jar, this pushes the “upcycling”approach even further. 

For the collaged material, I used only magazines and elements I could find in my home. I believe designers should lead by example when promoting sustainable ways of living, so I went the extra mile to solve the problem of creating sustainably by using only “found” material for the campaign.