Pigeon Designs Fresh Identity for the Sustainable Quebec Brand Taste of the North

Elyse Boulet, president of Pigeon Brands, has shared the launch of the Taste of the North redesign, a local Québec brand specialising in produce export from Québec to the United States. After 25 years of marketing and distributing local fresh foods, Taste of the North is getting a makeover. Taste of the North only ships within a 250-mile radius of its fields in Québec, ensuring the freshest strawberries on the market and minimal carbon footprint via transportation – and the latest  positioning, look and feel clearly communicate the taste, quality, and sustainable difference. 

A Design that Speaks to Brand Values 

Taste of the North’s new brand positioning, identity and package design better aligns with the company’s identity: a punchy, youthful brand, looking for the best ways to offer  American clients fresh and tasty produce from Québec. Jean Francois Beliveau, creative director at Pigeon Brands says: “We developed the brand strategy around the Taste of the North’s brand promise that delivers regionally-sourced produce grown the right way – resulting in exceptional taste. This translated into the consumer truth of experiencing delicious, flavourful produce – which was the driving point of differentiation and insight leading us to develop the tagline ‘joy in every bite!’. We continued the branding exercise  developing brand guidelines to aid the brand’s truth coming to life with further extensions, which informed the package design we developed. Our design solution communicates  freshness, flavour and the brand’s sustainability practices. We updated the identity and packaging to reflect the new tagline and brand values of Taste of the North – ‘joy in every  bite’. With a stronger emphasis on 'taste' in the logo, a more contemporary wordmark and a saturation of a fresher green on pack, the new look and feel truly speaks to the brand’s delicious offerings and sustainable values”.  

A win/win business model 

Eric Frechette, Taste of the North CEO said: “We work with specialised local partners in Québec to supply the north-eastern region of the United States, offering quality food, filled with taste and freshness, all thanks to our short circuit transportation policy. As environmental values weigh more and more in consumers’ purchase decisions, our business model enhances the sustainable practices of our Québec partners, with whom we deal with on a daily basis. This way, we can offer the best value-added products to our American neighbours. Our business relationships with the APFFQ – L’association des producteurs de fraises et framboises du Québec (Quebec strawberry and raspberry producers), speaks for itself. Today, we are pleased to announce our new  identity, reflecting our mission and values in the best way. ”