Hédiard is a luxury grocery brand founded in 1854. Its success was built on the flair of Ferdinand Hédiard, who was the first to introduce exotic fruits in Paris, and turned them into a must-have for high-profile customers from all over the world. Over the time, the brand has become a worldwide landmark in the fine foods world, competing against a set of heritage brands as well as new and innovative entrants.
Hédiard decided to revive its pioneer DNA, calling upon its rich history of an authentic spice counter creator, and to reassert its luxury positioning, aiming at offering a wide array of exceptional products.
As for any heritage brand, it would have been a mistake to step away from Hédiard existing visual vocabulary. The idea was thus to revamp and to enrich it, grounded on a “spice counter” storytelling, which symbolizes an invitation to travel, and to discover new scents and flavors, that only Hédiard can bring intact from the other end of the world.
The original concept of “spice counter” is revisited and transformed into a detailed illustrated frieze. A boat and many different icons of flavours (pineapple, coffee beans, star anise, …) represent a unique journey through the world of flavours. Treated as an old engraving pattern, this frieze instantly refers to the glorious past of the brand and revives it in an elegant way. The H seal at the heart of the illustration brings a touch of prestige and creates a strong mark that links all the products together.
The capital letter "H"
links the different products ranges