Identity Designed is a showcase of brand identity projects from around the world.

F. Ménard

Contributed by Mara Gourd-Mercado of Montréal-based lg2boutique.

F. Ménard brand identity

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 brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard brand identity

F. Ménard old brand identity
F. Ménard’s old brand identity (above and below)

F. Ménard old brand identity

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.

13 much appreciated comments about “F. Ménard”

  1. Great work, I love the color choice, especially on the business cards. Overall a great identity.

  2. Only one word seems to be absolutely appropriate here, i.e., outstanding!

  3. Love this one too, love the typography.

  4. Absolutely great work. Type, color, photography, all tie in nicely under the concept and are represented well throughout all the extensive print collateral.

  5. What is the sans-serif being used? Driving me crazy!

  6. Excellent identity. Just shows how powerful the simple tools of type and colour can be when used well.

  7. Hey Steve I think its Vitesse by H&FJ

  8. Simple yet effective.

  9. Amazing! I love the boldness and simplicity of this. Just shows hows brilliantly effective a type-centric design can be. The letters ‘R’ & ‘D’ in ‘MENARD’ are doing funny things to me – absolutely compelling to look at – great stuff.

  10. There’s a lovely contrast between the images and bold colour palette. The overall feel is very ‘homely’ but still looks like it means business – great job.

  11. I am a vegetarian, so besides the beautiful type, excellent photography, eye catching presentation I see only horror.

  12. Fantastic homage to the company’s past. There’s a quality to this that just cannot be repeated easily. The honesty and credibility that it conveys is bang-on. Enough so, that you don’t even have to read the brief. Great work.

  13. Something about that lone pig standing there, knowing death is around the corner feels quite off-putting. the expression on its face…It’s just interesting to show the life of the pig as well as the meat afterwards within the same branding. It’s a lovely identity for sure but feels a bit menacing at the same time.

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