Colabor’s New Brand Identity Puts Personalised Service Front and Center

Colabor, the Quebec leader in food distribution, is proud to present its new brand identity created in partnership with PIGEON. 

To increase Colabor’s spontaneous brand awareness and make it an indispensable partner for foodservice professionals, the PIGEON team has revamped the brand strategy to emphasise the human and personalised nature of its services, allowing Colabor to stand out in the market while highlighting its unique offer of local products.

"The food distribution market is quite competitive. We thrive on support that's unique in the industry. Many of our employees are former restaurateurs, so we understand the realities of the profession. PIGEON succeeded in capturing and expressing what makes us unique by creating a dynamic, modernised image of which we are very proud," explains Julie Roberge, marketing and private label director at Colabor.

"Through our strategic discovery process and our ‘Face the Truth’ workshop, we identified Colabor's strengths and gained valuable insights into its clientele. We focused on the close relationship with the restaurateurs, taking an approach rooted in understanding their reality. This vision comes to life through visuals and texts inspired by the hectic, pulsating world beyond the pass—an intensity that’s tangible everywhere in the kitchen" says Jean-François Béliveau, creative director at PIGEON.

The brand signature, "Your Company in the Kitchen," also underscores the importance of collaboration and Colabor’s close relationship with its restaurant clients. It builds on key messages inspired by expressions often heard from employees before customers arrive, such as "pep talk time," "from prep to service," "from local to the menu," and "that’s service!" The visual identity draws inspiration from the handwritten style of menu boards and the colourful coulis that decorate plates. By combining these elements with realistic photography featuring restaurateurs, this new identity gives Colabor’s image a significant modern refresh, positioning its offering with confidence and originality.

Rolling out on 4 March, the new identity is now showcased on the website, corporate presentations, sales tools and a stronger digital presence, including social media