Founded in 1904, St Hubert is a leading French margarine brand with a rich history and a commitment to innovation. To celebrate its 120th anniversary, the brand aimed to clarify its brands and introduce two innovations.
Lonsdale created a new brand identity for St Hubert to embody its new positioning and developed a fresh and strong brand narrative ‘Positive Rurality’. By capitalizing on the brand’s iconic village and highlighting its heritage and emotional values, the agency designed a branding that captivates and retains customers.
On the packaging of St Hubert 41, the promise is clarified for non-consumers while preserving its role as a reference in the margarine market.
On St Hubert Omega 3, the health benefit is made more distinctive while maintaining its position as a business pillar.
Lonsdale also designed the packaging for the two innovations.
For St Hubert L’Original, Lonsdale created a soft and modern packaging highlighting the deliciousness and tender texture of butter, but in a margarine version.
For St Hubert Secret de Chef, Lonsdale designed a premium packaging with references to the culinary universe to appeal to cooking enthusiasts.
This rebranding has made the brand’s heritage and positive values even stronger without disturbing consumers of iconic products like 41 and Omega 3. All to serve a brand that is grounded, accessible, and innovative.
The new brand identity and innovations represent a significant milestone in St Hubert’s brand journey, reinforcing its position as a leader in the industry while staying true to its heritage and values. The brand’s renewed identity not only resonates with consumers but also attracts attention in the competitive market landscape. With innovations that make a bold statement on the shelves, St Hubert is poised for continued success in the margarine market.The two innovations, launched in April 2024, are already showing excellent results on shelves.
CREDIT
- Agency/Creative: LONSDALE
- Article Title: St Hubert’s New Identity and Innovations Created by Lonsdale
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Paris
- Market Region: Europe
- Project Deliverables: Brand Identity, Brand Redesign, Illustration, Packaging Design, Rebranding
- Industry: Food/Beverage
- Keywords: brand design, brand identity, lonsdale, rebranding, packaging, lonsdale design, packaging design, product innovation
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Credits:
Deputy General Manager, Head of Consumer Branding: Sandra Joly Guicheteau
Business Director: Marina Perich
Senior Client Director: Marine Bourgon
Project Manager: Antonin Chauvin
Creative Director: Philippe Delmotte
Creative Director: Olivier Guicheteau
Senior Art Director: Nathalie Rozier
Senior Art Director: Virginie Hirsch
Artistic Director: Damien Kartoval
Junior Art Director: Ema Delmotte
Art Director: Marguerite Bataille
3D Illustrator: Cedric Garofalo
Graphic Designer: Maxence de Torcy
Graphic Designer: Alexandra Dague
Creative Director: Laurence Bendjenad
Client: Marketing Director St Hubert: Hugo Desmarescaux
Client: Group manager St Hubert: Matthias Rey
Client: Marketing Product Manager International markets and new distribution channels St Hubert: Charlotte de Truchis
Client: Group Manager Marketing Innovation St Hubert: Capucine Bazin
Client: Product Innovation Manager St Hubert: Bertille Dupuy
Client : CEO St Hubert: Jean Christophe Sibileau
