La Mère Poulard & its new brand : My Mont
Background & brief
360° support for a historic group
An emblematic player on Mont-Saint-Michel, La Mère Poulard includes a historic inn, houses, hotels, restaurants, a cookie factory, boutiques and cultural venues. The challenge is to rethink the digital ecosystem to clarify this multi-faceted offering, while dissociating two complementary narratives.
On the one hand, the La Mère Poulard website is to be redesigned around an institutional and hotel-based approach, in keeping with its heritage.
On the other, to create a brand and a destination site. MY MONT’s mission: to convey an experiential vision of Mont-Saint-Michel, with a site that goes beyond a strictly transactional approach. A cross-functional, 360° approach for the agency.
Our studio supported the creation of a brand in its own right with My Mont.
From the naming to the complete graphic identity, everything was designed to dissociate this new entity from La Mère Poulard, while remaining rooted in the territory and culture of Mont-Saint-Michel. The logo takes the silhouette of Mont-Saint-Michel, while the web design favors curves and movement, evoking the tides. The chromatic universe, between sea blues and sandy tones, visually conveys the sensitive experience of the site.
The web strategy was built around two distinct platforms. The La Mère Poulard website was redesigned as an institutional and hotel site, with fluid navigation. At the same time, a dedicated destination site was designed for My Mont. The latter was conceived as an immersive guide to the Mont, highlighting emblematic places, experiences and addresses through an inspiring editorial approach. It combines accommodation, events and activities via a simplified navigation system.
Webmarketing support is based on two distinct SEO and GEO logics. For La Mère Poulard, the aim is to increase online awareness of an already established brand, by expanding its semantic field to include new keywords and uses. For My Mont, the aim is to establish an emerging brand, make it known and legitimize it as a destination reference. Two distinct strategies, designed to meet complementary visibility challenges.
Our 360° strategy is based on the cohabitation of two brands with clearly defined roles. La Mère Poulard embodies the heritage and the institution, while My Mont conveys an experiential and destination vision. Together, they form a coherent physical and digital ecosystem, capable of meeting a wide range of expectations while promoting Mont-Saint-Michel as a place to experience, discover and make your own.
Approach
360° strategy
Rethinking the La Mère Poulard website
A bespoke site for La Mère Poulard designed as a clear, structured platform, combining institutional and hospitality content. The web design adapts to the existing charter, modernized for digital use, to reinforce the legibility of the offer. The experience emphasizes fluidity of navigation and enhancement of the heritage.
Creating a brand: My Mont
My Mont was conceived as an autonomous, distinct brand for the public. Its visual and editorial identity breaks away from institutional codes to offer a more personal and sensitive view of Mont-Saint-Michel. The name invites visitors to take ownership of the site, to experience it at their own pace, and to go beyond a simple tourist visit.
Imagining a “destination” site
My Mont is an immersive destination site. It highlights the Mont’s hotels, restaurants, boutiques, museums and emblematic sites, in a logic of progressive discovery. The organic web design, inspired by water and landscape, accompanies intuitive navigation, designed to inspire desire, projection and exploration.
Uchéal
Hotel de la Mer
