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Pigeon Rejuvenates CHFA NOW Conferences with New Brand Identity

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Agency creates new design for the CHFA NOW conference and tradeshow which will be launching September 15th-18th

Pigeon Rejuvenates CHFA NOW Conferences with New Brand Identity

The Canadian Health Food Association 'CHFA' worked with PIGEON Brands to update their brand strategy and rejuvenate their event identity. The work was undertaken in order to increase brand recognition from show to show, while having the flexibility to deliver new themes focussing on seasonality, inspiration and location driving uniqueness and memorabiliy. Pigeon Brands has created the design architecture and conference branding which launched at the Spring show.

In addition, Pigeon has created the new design for the CHFA NOW conference and tradeshow which will be launching September 15-18, 2022 at the Exhibition Place in Toronto ON.

“CHFA NOW is a future-focused, bi-annual experience that provokes inspiration and prosperity through connection and discovery within the natural, organic and wellness industry. By creating an evergreen logo system, we can maintain consistency and brand recognition, from one show to the next,” says Keri Cadger, Senior Designer at Pigeon Brands. “The logo is structured to have the ability to feature a unique visual theme for each event, through both colour and graphics contained within the “O” of NOW, allowing it to express the energy and personality of each individual theme.”


“The CHFA was born from a community of pioneers, who believe in the power of nature to nourish our bodies, minds and environment. The bi-annual conference and tradeshow is our summit, where industry-shaping decisions are discussed, cutting edge ideas are shared, meaningful connections are forged, and like-minded change-makers revel in the joy of collaboration,” says Aaron Skelton, president and chief executive officer of the Canadian Health Food Association.

“We conducted a full strategic audit, learning key truths about the brand, culture, category and audience. Through our discovery, we realized the competition was highly diverse but there was no clear stand out for conference brands in the health and wellness space in Canada,” says Martin Carrière, Head of Client Services at Pigeon Brands. “There was a huge opportunity for the CHFA to stand out as a leader in a bold and dynamic way. We wanted CHFA to be more than a natural health and organic trade show, but the must-see health event focused on igniting new growth in the health & wellness category. In every booth and around every corner of “Pop of Wonder”, CHFA’s upcoming show this September, there is something new to be unearthed; a connection, an idea, an insight, a spark of inspiration. As we start to come together in person, we wanted to create a sense of wonder and curiosity that you couldn’t miss, says Carrière.

“As an organization, we exist to harness the collective power of our community to shape the future of natural, organic and wellness.” says Skelton. “CHFA isn’t just an association, it’s an indispensable network. A network of people, ideas and expertise that buzzes with the energy of the industry. A network that leads on the issues, helps remove obstacles and creates opportunity for all. It’s the network that’s moving natural wellness forward. The new show branding helps bring this to life and delivers on our mission.”

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Pigeon, Tue, 13 Sep 2022 08:12:03 GMT