In early 2015, a food startup called Le Bon Magot approached Lollygig. Naomi Mobed, the startup’s founder, had a keen sense of taste and a specific aim to build a brand that would deliver a premium experience.Lollygig was charged with building the brand and was also asked to develop Le Bon Magot’s product line, signage, collateral, and other touchpoints.
While most brands in the chutney category emphasize family heritage, tradition, and bright patterns, we chose to take Le Bon Magot in another direction. We believed that the products should take center stage and that the feeling of the brand should be modern and refined. Quick iterations led to a simple solution: highlight the food and textures, framed by simple color and material choices. The jar tops are gold along with the freshness seal. The logo is embossed. The Helvetica Neue font at different weights perfectly complemented our modern aims. All text appears as either white on a clear background or white on a dark gray background. In only a few months, Lollygig and Le Bon Magot moved from initial concept to production-ready brand and packaging details.
Le Bon Magot’s debut at international food fairs was fantastic. Since its initial launch, people have enjoyed the unusual flavor combinations, and sales have increased steadily. And the brand has received high-marks amongst food vendors, foodies, and customers for its sophisticated look and feel.
Le Bon Magot is on a strong growth trajectory. Today Le Bon Magot’s award-winning brand of condiments and chutney is distributed through Whole Foods, boutique stores, and used by some of the world’s top chefs and restaurants. In fact, Le Bon Magot retained Lollygig as its Creative Agency, naming Laate Olukotun a partner in the venture as well.
