Maison Maille had to find the right balance between the transmission of its heritage and the creativity explosion which has always been part of its DNA, to convey a consistent message across all its touchpoints. Its coat of arms and other historic meaningful elements are redesigned in a coherent way to better communicate on the rich roots of Maille, whereas the new store concept borrows from the codes of the kitchens of « grande demeure ». All the redesign converge to build a unified brand experience and storytelling, based on discovery and tasting.