Since 1877, Clark has been a classic in Quebecers’ pantries. Aliments Ouimet strived for innovation in its category by introducing new gourmet flavors and new dishes showcasing legumes, an increasingly popular food. The challenge was significant: finding the right balance between tradition and modernity to attract new clientele, while allowing the brand to evolve into two distinct sections of the grocery store. The goal was to clearly differentiate itself from existing commercial offerings, especially outside Quebec.
LG2 developed a clear design solution to allow the sub-brands to coexist. Every element was revisited. The logo evolved into a streamlined horizontal (oblong) shape, and William Clark’s signature was integrated, reaffirming the brand’s heritage. The colour palette was expanded to ensure optimal navigation across the brand’s various ranges and flavors.