One of Quebec’s largest pork suppliers, F. Ménard, has undergone a major rebrand thanks to LG2boutique.
LG2 partner Pénélope Fournier explained the company previously had three brands: F. Ménard for its breeding farms, Agromex for its processing unit and Boucherie 235 for its sales division. But as F. Ménard grew internationally and increased it’s B2C presence, Fournier said the company realized it needed a stronger brand.
LG2boutique (the branding arm of Montreal agency LG2) decided to use the most recognized of the three brands to represent all parts of the business and designed a new logo to reflect the change. As part of the rebrand, LG2 also designed packaging for the retail product, business cards and canvas totes. It also redesigned the company’s brick-and-mortar stores with images from the company’s operations during
the 1960s to reflect its heritage.
The new identity was unveiled earlier this week.
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Having a single umbrella brand for all parts of the business helps increase the company’s visibility and brand awareness, Fournier said. As the company grows, she said it’s important that all of F. Ménard reflect one brand story. “All the contact points will bring awareness of the company,” Fournier said. “When they do business in Quebec or if they’re traveling to Japan, it’s always the same brand.”
