Contributed by Mara Gourd-Mercado of Montréal-based lg2boutique.
F. Ménard is a family hog breeding and processing business. The company, which was founded 50 years ago by Fulgence Ménard, is managed today by his children and grandchildren. F. Ménard has more than 1,000 employees and produces 20,000 pigs/hogs per week which makes the company one of the largest pork suppliers in Quebec. The company exports the majority (65%) of its production to countries around the world including Australia, Japan, Mexico, Russia, South Africa and the United States.
The mandate given to the agency was, first and foremost, to clarify the company brand which until then 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 rally all of these units to become a single company — a single brand.
“The brand positioning that emerged following weeks of company analysis was ‘Innovating for Quality — A Family Tradition’,” said Penelope Fournier, partner and director of design strategy with the company. This positioning brought together the company’s two great strengths: its innovation to provide the marketplace with the best-quality products, while adhering to the founder’s greatest value — honesty. “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, whose brand experience has been with the butcher’s unit.
In line with the selected positioning, the brand platform makes use of images dating from the 60s, red colouring that links the old and the new brand images, current photos that demonstrate at a single glance the innovation that is a key company priority and ensures the best possible quality.
F. Ménard’s old brand identity (above and below)
Client: Luc Ménard, Yvan Pinsonneault, and Julie Dufour
Creative direction: Claude Auchu, Serge Côté
Artistic director: Serge Côté
Designer: Andrée Rouette
Strategic planning: Pénélope Fournier
Advisory services: Catherine Lanctôt, Florence Morin-Laurin, Johanna Lessard, Marion Haimon
Photography: Martin Girard
Video production: Stratimage – Simon Lavoie
Writing: Sophie Bordes
Print production: lg2fabrique
lg2boutique elsewhere on Identity Designed: Hörst.
View more brand identity work on the lg2boutique website.