With the help of newly-minted agency partner LG2, Oymel is overhauling its image, anchoring its new identity around its blue and red colours while simplifying its logo.

The pork and poultry producer, processor and distributor tapped LG2 to be its AOR last summer to bolster its brand strategy, communications, design and digital experience. The food brand says the rebranding is designed to make itself “more visible, contemporary and attractive,” with is especially important given that 70% of purchase decisions are made at point of sale.

Stéphanie Couturier, Olymel’s vice president of communications, tells strategy that after conducting an in-depth study of consumer feedback, research revealed the red and blue colors were the most recognized, but the former fork and semicircle logo went largely unnoticed. Additionally, the name Olymel did not stand out as strongly as intended, Couturier adds.

“This rebranding ensures that the distinctive elements of the brand are preserved while redefining its image to better connect with today’s consumers,” she says, adding that this is the first time Olymel made a major change to its corporate image.

The new identity will be rolled out progressively across all the brand’s physical and digital touchpoints, including packaging, advertising and signage, which will also be updated over the coming year.

According to Couturier dedicated shopper marketing assets are being deployed to draw attention to the products in-store, once the products hit shelves in March. 

“We’ve planned for impactful in-store materials such as danglers on the shelves and base wraps to grab shoppers’ attention,” she says. “Additionally, a campaign is in place to clearly signal to consumers that the packaging has changed, ensuring they notice the refreshed look and its focus on quality.”

Olymel, which boasts annual sales of $4.5 billion, has production and processing facilities in Québec, Ontario, Alberta, Saskatchewan and New Brunswick. The company markets its products mainly under the Olymel, Pinty’s, La Fernandière, Lafleur and Flamingo brands.