Cochon Dingue: From a local institution to a leading brand

Cochon Dingue has been a Quebec City landmark for the past 45 years. It introduced French cuisine and bistro culture to the area. As the restaurant prepared to set up shop in Montreal, venturing outside its home region for the very first time, our plans quickly moved beyond simple design. We knew we needed to elevate the Cochon Dingue brand and make it truly iconic to propel its provincial expansion.

The challenge was transforming a renowned establishment by shifting its French bistro roots into a fully Québécois operation: an evolution that would be reflected in its visual identity, tone, menu and layout.

Inspired by the legendary kitchen parties rooted in popular culture, the dining room’s open-plan layout creates an inviting, friendly space, with tables set close together and service stations in view of diners to add to the laid-back atmosphere. The dancing pig icon, arched logo and inviting tone add a warm touch to the restaurant. It’s a place where you feel at home, and where Québécois generosity is embodied in the space, the communications and the food.

The ample curves in the design – arches, benches, light fixtures – echo the rounded shapes of the logo and pig, creating visual coherence. The sculptural installation Essaim by Jérôme Trudelle and Émile Prince is the focal point of the space, embodying the restaurant’s abundant energy: a sea of 3,000 individually moulded resin pigs are suspended in the air, evoking the collective movement of a swarm of bees. Excessive and hypnotic, this work captures the eye. A colourful mural by LaCharbonne explores the duality of angel and demon, covering the entire bathroom. Visible from the street, the work attracts outside attention and creates a bold visual statement.

Cochon Dingue’s arrival in the Quartier des Spectacles established it not only as a must-visit restaurant but also as a showcase for local art and hospitality.

More than just a place to enjoy a meal, Cochon Dingue Montreal is a vibrant tribute to our festive culture, our art of living and our innate sense of generosity. We captured this essence by updating the brand’s heritage with a modern twist, creating a distinct and consistent experience, no matter which location you visit.

Groupe Grandio is a collection of well-known Quebec brands that create good times. The Group has more than 4,000 employees working in over 64 locations under the following banners: La Cage – Brasserie Sportive, Cochon Dingue, Lapin Sauté, CIEL!, Paris Grill, Café du Monde, Chez Lionel, Iru Izakaya, Moishes, Gibbys, P.F. Chang’s and Brasseurs du Monde.https://www.grandio.com/en/home