"Born in 1747, the distant age of the Industrial Revolution, Maille survived the World Wars to make it here today, the era of globalisation, demonstrating that it remains relevant to its consumers.
But it is the future that really counts. The challenge ahead is to prove it can be a distinctive, strong and emblematic brand even in the world to come. To achieve this result, Maille is changing its image and reorganising itself. It wants to speak out about its origins, reveal its long history and receive the prestige it deserves.
Removal of the superfluous to reveal the essence of a new, more contemporary and exclusive style. Maille abandons the transparency of glass for the opacity of more noble and precious materials. Shapes become softer, more sinuous and more intriguing. The old silhouette is forgotten for a more refined and evocative one, which brings to mind the little grocers in the French countryside of times gone by.
The label provides space for a golden logo that sums up the idea of luxury and celebrates an important and authentic heritage in just a few lines. The logo is shiny and precious, it stands out against the black background. A decisive colour that embraces the container and enhances it to the point that it becomes an object to display, to place on a shelf in full view.
If it is true that the palate can be conquered with a look even before we have tasted something, Maille will not disappoint even the most demanding gourmets. Because what the new packaging says about it is perfectly true to what this extraordinary mustard has always represented: gastronomic excellence, the pride of its makers and the appreciation of its consumers."
Age of 43, graduated as an art director from Milan’s Accademia di Comunicazione. Since 1996, Giuseppe Mastromatteo has worked with large national and international advertising agencies: first at Young&Rubicam and D’adda, Lorenzini and Vigorelli, and since 2000 as Creative Director at DDB, DLVBBDO and Armando Testa Milano.
In 2009 he received a call from EuroRSCG and left for New York to take the position of Worldwide Creative Director for Jaguar and other luxury brands at the New York branch of the Havas group. His portfolio includes national and international awards, including two Young Lions from Cannes and two Grand Prix ADCI.
In September 2011, he returned to Italy to take on the role of Executive Creative Director for Ogilvy & Mather Advertising. He writes about art, teaches Advertising and collaborates with the MuseoTriennale of Milan as art director. Passionate about photography, in 2005 he began his artistic career: his work is shown in contemporary art galleries in Italy, France and above all New York, where he lived for two years.