CATEGORY

Logos

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Claude Auchu

Strategic Planner

Pénélope Fournier

Designer

Serge Côté

Copywriter

Sophie Bordes

Account Services

Catherine Lanctôt
Florence Morin-Laurin
Johanna Lessard
Marion Haimon

Print Production

lg2fabrique


TAGS

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LINKS

lg2boutique
F. Ménard

F. Ménard by Lg2Boutique

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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