Clear repositioning
Diagnosis, promise, two targets and a warm tone of voice, with taglines in Tunisian dialect.
Lédoux · SMTL
Lédoux: giving an everyday cheese a personality
After Majesté, SMTL entrusted us with Lédoux: repositioning, logo and a website for families and food service.
- Client
- An SMTL brand (Majesté group)
- Sector
- Food & consumer goods
- Period
- October 2025 – 2026
- Channels
- ledoux.tn
- Your goal
- Launch a brand or product
2
audiences: families and food service
6
website sections, including a B2B area
9
logo proposals presented
The client
Lédoux is SMTL’s everyday brand, alongside Majesté: practical, affordable cheeses, Pizza and Tajine grated cheese, Pizzatella, Prima Pizza and Pizza Doux preparations, for families and for food service.
The challenge
A “functional but invisible” brand: present in kitchens, but without personality or a link to its two audiences, households and professional chefs.
The strategy
Make Lédoux the cheese that makes everyday meals simple, joyful and Tunisian.
Two complementary brands
Majesté for quality, Lédoux for practicality: a readable brand architecture.
A modernised logo
Benchmark then logo proposals for a warmer brand.
A website for two audiences
Recipes for families, a Lédoux Professionals area for food service.
The journey
- 01
October 2025
Rebranding platform
Diagnosis, positioning, targets, tone of voice and campaign ideas.
- 02
December 2025
Logo redesign
Benchmark and nine logo proposals.
- 03
2026
ledoux.tn website
Six sections, catalogue, recipes, B2B area and local SEO.
The set-up
Brand platform
Promise, targets, tone of voice and taglines.
Identity
Modernised logo, navy blue and burgundy.
Website
Home, About, Products, Recipes, Professionals and Contact.
B2B area
Pizzerias, fast food, hotels, caterers: FAQ and “Become a partner” form.
Content and shoots
An everyday brand that finally gains a personality, from logo to website.
- Platform and tone of voice in Tunisian dialect.
- Logo proposals and website guidelines.
- Product, recipe and professional pages.
The website we built
A website for families and for food service.
Brand and B2B website
ledoux.tn
The website presents the grated cheeses and preparations, offers recipes and opens an area for food-service professionals.
- Catalogue: grated cheese and preparations
- Everyday recipes
- Lédoux Professionals area and partner form
- Local SEO
Performance and results
A repositioned brand and a website that finally speaks to both audiences.
One group, two brands
After Majesté, SMTL entrusted us with Lédoux: the trust of a returning client.
A live website
ledoux.tn is live and can be visited now.
A B2B area
Food-service professionals can become partners online.
The collaboration
We work with SMTL on both its brands: Majesté for quality, Lédoux for everyday life, with one team and an overall vision.
What we take away
- 1
An everyday brand needs a personality as much as a premium one.
- 2
Speaking Tunisian dialect brings a brand closer to its customers.
- 3
B2B deserves its own space, with its own arguments.
Your brand deserves the same level of management.
In 30 minutes, we review your social media, your campaigns and your website, and tell you where to act first.