A project to redesign DIJON as an elegant and simple but keeping the DIJON soul intact as the business already run since 1999.

DIJON design has been around since 1999 and has not to rebrand until now. The design is classic and needs a fresher look. Inconsistency use of colour in the design. Some are using a brown gradient, solid brown and black making the brand a confusing. The same inconsistency also applies in the design and colour of the packaging. The packaging using the same format of a label with a peaking window, but not all the item is suitable with the design. (eg. The spice packaging label has a whole to peak the inside, where the packaging itself using transparent plastic, which makes the design redundant).

As the brief request specific colour to be included in the new design. We explore the elegance blue of England to represent elegance and simplicity.

Translating Dijon positioning of  “There was no place to get small amounts of the imported items everyone wanted, so DIJON became that place.” with bringing international to local.

Elegance is all about details in simplicity. Using a combination of lines thickness with golden colour to achieve the elegance detail.

To keep consistency throughout the design, the label will use the same format. Where Dijon logo will only be used on a blue background with the line detail around it. Where the placement on the edge of one side of the canvas and the size can be adjusted.

The design will utilize the iconic handwriting of Dijon owner as of the item name. Adding detail into the design while keeping the soul of the DIJON. Merging elegance with classic but keeping it simple.

For packaging label (e.g. spices), the same consistency will be applied. Using a simple label with doff plastic. Keeping the design simple while giving the customer cleared window peaking for the product.