lg2boutique of Montreal has created a new brand identity for F. Ménard, a family hog breeding and processing business founded 50 years ago and now one of the largest pork suppliers in Quebec.
The design agency’s mandate was, first and foremost, to clarify the company brand, which had a distinct name for each of the organization’s three specialties: F. Ménard for the breeding unit, Agromex for the processing unit and Boucherie 235 for the sales unit/site. A brand positioning exercise was carried out to find which specific brand could bring together these units in a single company – a single brand.
“The brand positioning that emerged following weeks of company analysis was ‘Innovating for Quality – A Family Tradition,’” says Penelope Fournier, lg2boutique partner and director of design strategy, in a press release. “It was only natural that the name F. Ménard became the official signature that covered breeding, processing and the butcher shop,” continued Ms. Fournier.
A complete brand platform was then created, including the main company logo, that of the butcher unit, as well as the full range of company contact points, with its numerous target clienteles. In line with the selected positioning, the brand platform makes use of images dating from the 1960s, current photography and red colouring that links the old and the new brand images.