Jean-François Menu
The spirit behind the creation of international branding consultancy agencies, Jean-François participated to the launch of Bio of Danone, Lesieur Isio 4, Hennessy’s Fine de Cognac, NA!, and repositioned Bonafont, Taillefine and the Évian Royal Resort, among others.
Responsible for strategic project management; coordinates commercial aspects, ideation and collaboration with other experts.
After 5 years with Procter & Gamble and 3 with Douwe Egberts, Jean-François Menu joined forces with Sengupta to create Shining Strategic Design, which quickly became a benchmark in the European packaging sector. Next came Menu & Associés, which joined FutureBrand (Interpublic), the world’s leading branding group.
In 2006, he set up Eretic Brand Consulting & Design, a new and independent structure entirely focused on solving the most challenging branding issues.
A few of his creations and projects:
Danone’s Bio and Crème de Yaourt.
Repositioning of Taillefine.
Launch of Lesieur’s Isio 4.
Public offering of Delta Dairy(dairy products leader in Greece).
Delta Life, leading brand of refrigerated juices (Greece).
Hennessy’s Fine de Cognac.
Évian Royal Resort (Leading Hotels of the World).
Repositioning of Delphi Automotive Systems worldwide
Claude Carouge
“My role on the team: to help generate new, original, innovative ideas by spearheading the preparatory phase, with special consideration to the specific environment and contextual aspects.”
A graduate of HEC and former Deputy General Manager of McCann Erickson in Frankfurt and Paris, he oversaw international communications for the leading brands of a number of several major groups: L’Oréal, MasterCard, Reckitt Benckiser, General Motors, Unilever….
Lee Gilbert
20 years experience in agencies and as an independent designer, an international client list and a taste for adventure have allowed me to participate in many creative ventures. I bring to Eretic a dedication to expressing a clients ideas, from conception to application.
​
Packaging design to brand design to advertising and print, creative direction is a continual, mutual learning process for both client and service providor, perpetually fine-tuning and improving coherence and continuity.
​
References include: Duval-Leroy, Moêt & Chandon, Piper-Hiedsieck, Don Papa Rum, Jolival water, San Pelligrino, L'Oréal, Sanofi.
Cynthia Bennour
Naturally curious and always on the look-out, Cynthia started her career in market research with Xerfi and Les Echos Etudes. With 15 years experience, she has built a strong B2B and B2C knowledge and has acquired a rigorous methodology to analyse markets as well as corporate and brand strategies.
​
In 2011, she joined Eretic Brand Consulting & Design to work on the very strategic E. Leclerc project. Since then, she is involved in all the major projects of the agency as a strategic consultant, market analyst and account manager.
​
Cynthia has a DEA in corporate diagnostic methods and tools from the University of Paris-Dauphine. She also teaches at the Novancia Business School since 2009.
Vincent Viard
Design Manager for Nike BSSA in Hilversum, Holland, and creator of 3D objects for Neuf Box, followed by several cosmetic lines for Biotherm and a line of luggage for Club Med...
“As a creator of 3D objects, I have experience in engineering (ENSAM) and design (NEUF BOX, a cosmetics line for BIOTHERM, a line of bags for CLUB MED...) to bring to Eretic."
​
-Signature project: design manager for Nike BSSA (Bags, socks and sport accessories) in Hilversum, Holland
-International: setting up a network responsible for all accessories and design.
-Animation: production of animated teasers and/or “broadcast quality” commercials.
-Teaching: my experience with CREAPOLE keeps me in contact with the trends and practical aspects of contemporary structural design.”
Laurence Morin
Laurence was the Creative Director responsible for the Blédina, Danette and Pépito brands in an international branding agency before bringing her feminine touch
and glowing talent to Eretic.
“Packaging is what makes the brand and its products shine. It is much more than a way to dress the product.
It is the first and most important link between the brand and the consumer and, as such, must create a strong emotional bond."
​
"This is why, as a designer, I am so passionate about packaging."