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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