Date: March 15, 2024
Source: Grenier
Zone franche is behind press releases for Vegpro, who are modernizing their Attitude Fraîche brand. The company, based in Sherrington, QC, appealed to the Pigeon Brands Agency to develop its new brand identity. This update resulted in a more coherent, refined and more easily identifiable image. For 25 years, the agricultural company has specialized in the production, washing and packaging of fresh field-grown mixed greens and salads, in addition to offering a wide range of local vegetables harvested on their farms across North America.
Vegpro considered it important to evolve the image of the Attitude Fraîche brand in order to better reflect the company’s values, thus wishing to respond to a promise of quality in addition to promoting an active and healthy life.
“After more than a decade, our old logo which was launched when we released our family and individual-size ready-to-eat salads, needed a change,” says Luc Prévost, Executive Vice-President, Sales and Marketing at Vegpro. A triple objective was considered: an updated look, more visible labels in stores and an environmental gain by reducing the size or removing certain counter-labels on the back of our products.
The first step was to update the Attitude Fraîche logo. The objective being to refine it while retaining the essentials. The square format has evolved into a rectangular one, allowing the brand name to be much more visible. The black and bright green, which portray the company, as well as the spinach leaf, which illustrates the fact that the organization is first and foremost a farm (grower), have been retained.
The labels were then updated using the new logo, to allow the products to stand out more on the shelves. This change also made it possible to improve the environmental performance on the packaging by reducing the surface area of back labels by 35%, and even eliminating them on single-leaf products (spinach, arugula, kale). The clean and more current lines bring out the essential information, namely the logo and the flavour.
The final step was to update the packaging of the ready-to-serve salads with dressing and garnishes, sporting a bright and colorful look that fits with the active lifestyle that Attitude Fraîche promotes. These packaging now distinguish flavours by using different colour codes accompanied by a photo of the recipe, making the products more visual and attractive to consumers.
