It is one of those projects that stays on top in the career of an agency.

You know, this kind of project obviously very exciting, but which has this peculiarity of being rare enough by its nature that we creative people, we decided to tell its story.

Here is one of our most beautiful creative chapters of the year:
“The yellow guide by Partisan du Sens”

Once upon a time, two journalists who were passionate about gastronomy were thirsting for freedom and independence with a single goal: to travel the territories, to stage the terroirs and to find the culinary talents of tomorrow. In the 1970s, the guide Gault&Millau was born.

Years later, in the era of digital, millennials and international, the web platform arrived and opened the frontiers of global influence and recognition, while adapting to the new uses of the consumer.

In 2019, driven by a new presidency embodied by Jacques Bally, the project of creative redesign of the famous «Yellow Guides» was born. A single objective: to put modernity, audacity and the pioneering spirit of the brand back at the heart of the 2020 edition and for future ones.

Thus Partisan du Sens entered the «gourmet-gourmand» world of the Gault & Millau guides to define and reveal a new graphic writing: global renovation of its identity, artistic direction of the main volumes of its collection of works, and that of his dedicated website.

So follow the guide!

Like any subject of branding, we have worked between pragmatism and sensitivity, to accompany Gault&Millau in its desire for modernity.

A monogram signature "G&M" was first completely created and put in the foreground, to promote the brand more than the two founding names. A choice rooted in visual recognition and international pronunciation.

Then an iconic and powerful color, the yellow, reviewed under the prism of a cooler breath, illuminating the terroirs and highlighting the talents.

But also a clear removal of the toque on the cover to give its place of choice, within the code of notation.

Finally, a global artistic direction embodied by the iconic guide France where a new graphic & visual language has been developed at every level: photographic style, visual codes, reading hierarchy, layout, typographies, etc.

Find our work on the guides collection in our Edition section.