Born in 2015, Le Mini Macaron needed a complete brand refresh so that our tone of voice and creatives could better resonate with our audiences needs and values. I collaborated with INSIGN agency who helped us redefine the brand purpose, starting with consumer insights. INSIGN measured brand experience through an online survey administered to existing customers, and leveraged them to define Le Mini Macaron's purpose, vision, values and promise to customers. This resulted in a renewed brand identity and tone of voice, reflecting the playfulness and freshness of their products and values, allowing the brand to better emerge globally.