The times they are a-changing, and branding a-changes along with them. So we’ve updated our kreative rebranding book with some new work. Take a look!

Download our book
(This revised edition has a lot of content, and might take a little more time to download)

Holà ! The El Ranchero frozen quesadillas, in their sad old packaging, were in dire need of a creative facelift to evoke Mexican cuisine’s spicy flavors.

We were inspired by the friendly jalapeño-shaped logo and designed a packaging featuring bold, festive colors. Clear information layout allowed us to highlight the gorgeous product shot, a key element for frozen food packaging.

The signature features multiple shadows, outlines, gradients and decorative elements to further highlight the brand’s light humor.

• Art direction: Judith Mathieu
• Photography: Claude Charlebois

**Winner of a BEST OF SHOW Summit Award**

To promote its new positioning as Montreal’s true design center, the Carré Union hired us to design a promotional piece meant to reach designers and architects. Competing for the attention of such a demanding audience was no easy task, requiring us to tap into our deepest creative reserves. The result: a massive brochure that showcases 13 merchants’ unique refinement.

Défi Laval Actif encourages citizens of Laval to make healthy choices and enjoy an active lifestyle. People who take up the challenge can register their various activities on the website to score points.

The logo has a strong family feel. Its easygoing image aims to connect with kids, parents and school professionals; a key audience when promoting physical activity. The moving silhouette evokes movement, action, while remaining neutral (no discernible age, sex, weight…).

The chosen font has an expressive, handwritten feel.

The use of blue and green represents physical activity all year round.

• Design : Martine Paquette and Judith Mathieu

Based in the Bromont industrial park, SIC designs and produces clean room equipment and furniture, as well as offering custom industrial solutions.

The company logo had grown outdated and no longer evoked a modern and technology-oriented brand image.

The new SIC logo evokes the product clearly: stainless steel is a key material when designing cleanroom equipment. The 3D effect suggests a room, or a piece of furniture. The font was chosen for its bold, strong character; something fitting for a detail-driven company that built its success on trust and customer satisfaction.

We also came up with a company tagline, which translates as controlled environment experts. The tagline sums up the company’s expertise nicely: in addition to its vast knowledge of the physical environment, the company truly understands the business environment and key challenges that science and pharmaceutical companies face daily.

• Design: Martine Paquette
• Copywriting: Jean-François Major

The BONE Structure construction system uses lightweight steel pieces that fit together like a MECCANO construction set. The system makes it possible to build strong, modern houses with distinct flair. Based in Laval, the company is about to launch an aggressive print campaign.

We recently established detailed brand guidelines to make the BONE Structure image as distinctive as its architecture.

Where did we turn to for inspiration?

If you visit our office and wonder who’s that fresh new face, know that a new kreator has joined our team: Martine Paquette. It’s a real pleasure to work alongside such a passionate artist! Not to mention that 11 years of experience in graphic design will come in handy to tackle the evergrowing list of projects…

By giving an action special meaning, you create a ritual. A ritual’s signification is what makes the event unique, special. What would Christmas be without the Christmas Eve dinner, the Christmas tree and gifts? What about a birthday cake without candles? Or a wedding with no rings and no kisses?

In branding, a ritual can transform an ordinary product or service into a true brand experience. Here are but a few successful examples…

Sounds contradictory, doesn’t it? Still, by trying to cover every base, provide every service, and please everybody, you risk ending up completely unnoticed. People ignore messages that sound like “we’re here to help you fulfill your every need” and “we have a custom-made solution for every project” for two reasons.

First, because specialists dig deeper and generalists only scrape the surface. And besides, by making these bland, generic promises, you risk being just another face in the crowd.

Focus on what you do best, and don’t compromise your vision.

By saying no to some clients, you’ll position yourself to serve others better.

This excerpt is from our Gold Summit Award winning book, sharing our unique vision of marketing and branding. Download it here!