Redefining the gold standard

Olymel, a leader in the agri-food industry, has been feeding local families for generations. The company boasts world-renowned expertise in the production, processing and distribution of pork and poultry, but its identity was no longer able to convey this leadership and meet new consumer expectations. It needed to align its image with the exceptional quality of its products, so we set out to reposition Olymel as a trusted and transparent brand, moving away from its perception as a mere commodity.

We completely redesigned the logo to improve consumer recognition. The exclusive design incorporates elements from the original logo, such as the serifs, along with a more geometric structure to give it a sharp, modern look.

The result is a unique and robust typography design that’s complemented by a circular layout. By placing the logo at the centre of the visual experience, the design ensures immediate recognition. This identity becomes the heart of the product and an instant reference point in the purchasing process.

In a radical design move, all illustrations and photographs were removed from the visual system. This minimalist approach allows the quality of the meat to speak for itself, transforming the packaging into a source of pride and a guarantee of total transparency.

This concept is reflected in a bold packaging system featuring a deep blue block that ensures instant recognition. Gold lettering highlights the premium quality of each cut of meat.

The redesign of Olymel’s visual identity generated exceptional commercial growth after its rollout. Olymel went from being a simple processed product brand to a benchmark for excellence. This shift led to a 74% gain in the fresh pork category.

By eliminating the superfluous to focus on the actual product, the brand consolidated its leadership position while creating a renewed and lasting bond of trust with consumers. Olymel’s transition from widespread obscurity to a dominant visual presence proved that it had everything it needed to win back local palates.

Olymel is Canada’s leading pork and poultry producer, processor and distributor. Its mission is to feed the world with passion and products of the highest quality. The company employs over 12,000 people and has production and processing facilities in Quebec, Ontario, Alberta, Saskatchewan and New Brunswick. Its annual sales reach $4.5 billion. The company markets its products mainly under the Olymel, Pinty’s, La Fernandière, Lafleur and Flamingo brands.