The Gourmet Selection trade show won the Bronze Award in the Best Brand Expression category at INfluencia's 2025 Food & Beverage Grand Prix. This distinction recognises the complete overhaul of its visual identity and brand platform, carried out last year.
Published on Mar 2,2026 at 11:19 AM | Updated on Mar 2,2026 at 11:24 AM

Fifteen years after its creation, the Gourmet Selection trade show, dedicated to fine foods, undertook a fundamental strategic review to modernise its image and enhance its appeal to exhibitors and visitors. The objective was not limited to a simple graphic change. It was about rethinking the brand as a whole: its positioning, vision, mission, values and visual identity.

After twelve internal workshops, discussions with the French Grocers' Federation and a survey of exhibitors and visitors, one thing became clear: the trade show needed to become more vibrant and more in tune with the market.

This reflection gave rise to a new vision: ‘Brightening up life with gourmet products’ It is accompanied by a clear and unifying promise: ‘The trade show that fine foods call home.’

Working alongside Charlène Gilouppe, Food editor, the redesign resulted in a complete overhaul of the brand platform. The challenge was not just to formalise a vision; it was to align all of the trade show's strategic fundamentals: vision, mission, ambition, values, personality, targets and linguistic framework.

The vision ‘Brightening up life with gourmet products’ was established as the central anchor point. It repositions quality groceries as something that is regularly used and accessible, breaking with the perception that they are too occasional or elitist. The mission has been clarified: to facilitate meetings between manufacturers and distributors of quality groceries.

The ambition, meanwhile, affirms the role of the trade show as a convivial showcase bringing together the entire ecosystem and offering the largest display of fine food products.

The work also focused on structuring the four key values of the show: Quality, Authenticity, Enjoyment and Discovery, sothat they would shape the show experience and all communications.

The personality of the show was formalised around three pillars: Epicurean, Explorer and Enthusiast. This characterisation goes beyond a simple exercise: it now guides the tone, visuals, content and the way in which exhibitors and visitors are addressed.

The reflection included a precise framing of the targets, both on the visitor and exhibitor sides, making it possible to refine the positioning and adapt the discourse to each audience. It was extended by defining a clear tone: warm but professional, expert but accessible, and elegant without being elitist. A strategy book was designed for teams and partners. It details the platform, the language used, the vocabulary to be favoured, and the editorial principles.

The objective was to ensure overall consistency, from institutional discourse to commercial materials, including digital content and the exhibition's event spaces.

This collaboration has enabled a profound transformation of the brand: clarifying its role, affirming its ambition and modernising its expression, in line with developments in the delicatessen sector.

 

A warmer and more expressive visual identity

Following a call for tenders, the creative project was entrusted to Marine Dion, Artistic Director, and Anton Moglia, Typographer.

The new brand territory combines:

  • a bespoke logo
  • a warm and sensory palette
  • expressive typography
  • an illustrated, epicurean and contemporary universe

Together, these elements give the brand a more embodied, gourmet and accessible personality, while maintaining its professional standards.

Nouvelle identité visuelle du salon Gourmet Selection
Unveiled in April 2025 through a press release and a video reveal, the new identity was rolled out across all media: website, social networks, commercial tools, exhibitor space, signage and exhibition design.

On site, the visitor experience was revamped: a clearer layout, cheerful iconography, a redesigned pop-up shop and lively discussions in the Agora. The image of the trade show was brought into line with the vitality of the market it represents.

 

Recognition for a collective project

Winning the Bronze Award in the Best Brand Expression category at the Grand Prix Food & Beverage awards organised by INfluencia is a testament to this collective and strategic work. It highlights the ability of the Gourmet Selection trade show to reposition itself with consistency and boldness, while remaining true to its DNA.
Remise du prix bronze par INfluencia à l'équipe Gourmet Selection

Beyond a change of image, this rebranding marks a key stage in the evolution of the trade show: that of a more embodied, warmer and more unifying brand, in line with the expectations of a sector in the midst of renewal.

The Gourmet Selection trade show thus confirms that brand expression is not simply an aesthetic exercise, but a strategic lever for the attractiveness, performance and cohesion of an ecosystem.

Meet all the professionals in the fine food and quality food sector at the Gourmet Selection trade show from Sunday 7 to Monday 8 June 2026 at Paris Expo - Porte de Versailles Pavilion 7.2.

Image credit: ©Nass M. - Grand Prix Food & Beverage 2026

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