CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative directors

Claude Auchu
Serge Côté

Strategic planner

Pénélope Fournier

Designers

Serge Côté
Andrée Rouette

Copywriter

Sophie Bordes

Account services

Catherine Lanctôt
Florence Morin-Laurin
Johanna Lessard
Marion Haimon

Print production

lg2fabrique

Photographer

Martin Girard

Video production

Simon Lavoie (Stratimage)


TAGS

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LINKS

lg2boutique
F. Ménard

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CLIENT

A fam­ily busi­ness involved in the pork pro­duc­tion trade that was founded 50 years ago. F. Ménard has over 1,000 employ­ees and pro­duces 20,000 hogs a week, which makes it one of Quebec’s top pork pro­duc­ers. F. Ménard exports most of its pro­duc­tion (65%) to sev­eral coun­tries around the world.


BRIEF

The man­date was man­i­fold. By posi­tion­ing the brand—We inno­vate for qual­ity, a fam­ily tradition—we com­bined the two major strong points of the com­pany: the capac­ity to inno­vate in order to offer the best qual­ity meat on the mar­ket, and the safe­guard of honesty-based fam­ily val­ues handed down by its founder. The agency reviewed the archi­tec­ture of the company’s brands, designed the logo—including the logo for the butcher shop—and cre­ated the brand’s plat­form for all the company’s points of con­tact with its var­i­ous tar­get clientele.


APPROACH

The new logo of F. Ménard draws from tra­di­tion and is inspired by the very first logo of this 50-year-old com­pany, but dis­plays a very mod­ern look. The new plat­form proves in one glance that, to guar­an­tee top qual­ity meat, inno­va­tion truly is the company’s top priority.

First and fore­most, F. Ménard’s new brand image gen­er­ated a great sense of pride and belong­ing amongst its 1,000 employ­ees. A result that was of huge impor­tance for us. The dif­fer­ent tar­get clien­tele as a whole—consumers and com­mer­cial clients alike—reacted very pos­i­tively to the new brand plat­form. If the trend con­tin­ues, the company’s sales are headed higher fol­low­ing this change in image. — Luc Ménard, Owner and Pro­duc­tion Direc­tor of F. Ménard

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