RECONNECTING A FRENCH ICON WITH ITS HERITAGE
At Team Créatif, we have the privilege of supporting St Michel, one of France’s most beloved biscuit makers, in the evolution of its brand identity. Founded in 1905, St Michel — a French family-owned biscuit maker — has always stood for authentic French indulgence: biscuits crafted with simple ingredients, traditional know-how, and a deep connection to the French countryside. Yet over time, the brand’s visual identity had gradually drifted away from some of its most powerful original assets.
TEAM CREATIF’S MISSION WAS THEREFORE CLEAR :
Reconnecting the brand with the strength of its origins while making it more distinctive, contemporary, and indulgent for today’s consumers. Restoring coherence and consistency across all brand assets and touchpoints.
THE HEN :BRINGING BACK
THE ICONIC ORANGE COLOUR
One of the most distinctive elements in St Michel’s heritage is its historic orange colour. For decades, this vibrant orange symbolized warmth, generosity, and the golden colour of freshly baked biscuits. However, over time it had progressively faded from packaging and communication (a fantastic but complex colour that, if ill-managed, can appear old-fashioned). By reinstating orange as a vivid, powerful and consistent colour-branding asset, we delivered outstanding and successful shelf-blocking power while reinforcing the brand’s emotional promise: generous French indulgence. Today, this iconic orange acts as a powerful, ownable visual signature across packaging, communication, and brand experiences, strengthening the coherence and memorability of St Michel.
A SYMBOL OF RURAL HERITAGE AND AUTHENTIC INGREDIENTS
Chosen by the founder, Mr. Grellier, in the early years of the brand, the hen embodies the very essence of St Michel. In French culture, the hen evokes the countryside, the place where eggs, wheat, and butter originate. By preserving and celebrating this historic symbol, the brand proudly reaffirms the values that have guided it for more than a century: authenticity, agricultural heritage, and respect for French terroir.
ST MICHEL DEFENDS
WELL-MADE INDULGENCE
To make this commitment clearer and more transparent for consumers, Team Créatif developed a new brand asset: the Green Score Card. This visual system highlights the quality and French origin of the ingredients used in each recipe, allowing consumers to instantly understand what makes St Michel biscuits so indulgent.
A BRAND ROOTED IN
FRENCH TERRITORIES
Beyond ingredients, St Michel is deeply anchored in the French landscape. Its biscuit factories in Contres (the group’s headquarters), Commercy (the historic home of the famous French madeleine), and Avranches (a major biscuit production site in Normandy where its delicious « Galettes » are produced) represent far more than production sites. They embody a long-standing connection between the brand, regional craftsmanship, local agriculture, and French territories.