F. Ménard by Lg2Boutique

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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.

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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.

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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