F. Menard: F. MENARD

Credits & Description:

Type of entry: 360 Brand & Identity Experience
Client Luc Menard
Category: Consumer Products
Advertiser: F. MENARD
Product/Service: PORK PRODUCTION TRADE
Agency: LG2BOUTIQUE Montréal, CANADA
Creative Director: Claude Auchu (lg2boutique)
Creative Director/Designer: Serge Côté (lg2boutique)
Designer: Andrée Rouette (lg2boutique)
Strategic Planner: Pénélope Fournier (lg2boutique)
Account Manager: Catherine Lanctôt (lg2boutique)
Account Manager: Florence Morin-Laurin (lg2boutique)
Account Manager: Johanna Lessard (lg2boutique)
Account Manager: Marion Haimon (lg2boutique)
Photographer: Martin Girard ()
Video Producer: Simon Lavoie (Stratimage)
Copywriter: Sophie Bordes ()
Print Production: (Lg2fabrique)
Brief Explanation
The main challenge was to unify the company's three business units (production, slaughter house and butchery) under one brand. These units—one of which was unionized—had three completely different names and brand images, partly as a result of the purchase of the slaughter house in 1998. The brand images had existed for many years, which meant that the employees and even management had grown very attached to them.
Describe the brief from the client
F. MÉNARD is a family business involved in the pork production trade.
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.

Design Process
The new identity of F. MÉNARD draws from tradition and is inspired by the very first logo of this 50-year old company, but displays an up-to-date modern look. The platform blends genuine historical photos with contemporary shots, proving in one glance that, to guarantee top quality meat, innovation truly is the company's top priority.

Results
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 the client. The different targeted clientele—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.