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The spirit behind the creation of international branding consultancy agencies, Menu 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

Jean-François Menu

“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….

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.

Lee Gilbert

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.”

Vincent Viard

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."

Laurence Morin

Niki Drakou

As Beverages & Snacks Marketing Director for Delta Protypos (Vivartia), she successfully launched the Life and Milko product ranges in the Greek market.

“My role is to drive strategic project management in the Greek market, to coordinate exchanges within my network of experts and oversee the commercial aspects.

“Jean François Menu (founder of Eretic) and I had already collaborated on a number of professional projects when I was Beverages and & Snacks Marketing Director at Delta Protypos (Vivartia) and he was head of Shining, and later FutureBrand Menu.  Among other things, we developed the “Life” and “Milko” brands, which met with great success in the Greek market.

When I wanted to set myself up as a consultant, I naturally thought of Eretic.”

Claude Carouge

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