MEIJE

Client: MEIJE Eau-de-Vie
Scope: Brand identity, logo design, mascot design & packaging

Context

MEIJE is a French eau-de-vie created for the après-ski moment — the drink that comes after the last run, when everyone gathers in the chalet to warm up and celebrate the day.

The goal wasn’t simply to design a label.

I was asked to create the visual identity of the brand: the MEIJE logotype, a recognizable mascot, and packaging that immediately communicates the Alpine spirit.

Approach

Everything was built around one central character — a Saint Bernard wearing ski goggles and carrying the traditional rescue barrel.

The dog became more than an illustration. It became the face of the brand, designed to work across packaging, social media and promotional materials.

To reinforce the Alpine atmosphere, I combined engraved mountain illustrations with a custom label silhouette inspired by mountain ridges. The typography keeps the hierarchy simple and direct, allowing the mascot and the product name to dominate the composition.

Result

The final identity combines logo, mascot and packaging into one coherent visual language.

Although the project consists of a single product, it demonstrates how a distinctive character can become the foundation of an entire brand, extending naturally beyond the label into future communication and marketing.