Tiphaine Chouillet
Founder @Studio La Racine
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WORK HISTORY
Founder @Studio La Racine
Paris, FR
La Racine is an Innovation Studio for Craftsmanship.We support French manufacturers in developing their brand strategy and product design.We guide them through the creative process of new product development, ensuring alignment with their (new) target markets. Together, we enhance and reinvent their know-how through inspiring brand strategies.We step in when standing out through price or technology alone is no longer enough.Our mission: to strengthen French brands in their markets, with a particular focus on international growth.
EDUCATION
EMLYON Business School
Master 2
Luigi Bocconi University
Diplôme Fashion and luxury brand management
EMLYON Business School
Economy, marketing, business
EMLYON Business School
Master's degree
SKILLS
ABOUT TIPHAINE CHOUILLET
My experience in an SME specializing in ceramic manufacturing confirmed my passion for craftsmanship, for material-driven know-how, and for entrepreneurs who fight to keep their businesses alive. From there, I decided to create an innovation studio with a mission : to boost manufacturers’ offerings using marketing and design tools. A manufacturer must look inward to their roots to build a distinctive offer that truly reflects who they are. Driven by a desire to take on challenges as a team, I enjoy imagining new strategies that benefit the whole, uncovering a company’s purpose through branding, and showcasing its production methods bringing out the very best in what a business has to offer. The goal is to explore new directions and markets by building on existing know-how, and to create a brand and products that truly stand out. When differentiation is based on quality, it often comes up against the challenge of labor costs. That’s why brand and product innovation must be at the heart of a manufacturer’s strategy. It’s a key lever to unlock new markets and strengthen one’s position in current ones. Supporting manufacturers through this evolution is essential. Brand strategy and product design, when grounded in the company’s roots and its unique expression, form a powerful, singular combination. In the face of growing consumer restraint, industrial players and manufacturers must reinvent themselves to spark renewed interest. Looking ahead, those who succeed will be the ones who bring meaning into their product development. Beyond a strong, well-adapted strategy, this sense of purpose will give real value to objects and ensure the long-term future of the companies and teams behind them.
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