Chez Valois was mandated in 2011 to review the overall identity of the Point G brand. The challenge of the mandate was both to express and evoke the pleasure of gastronomy while depicting the enthusiasm, passion and humour of the colourful chief proprietors of Point G, Thierry and Julien. It was therefore necessary to fuse all the elements together and play with subtlety, in keeping with the manner of these two chefs. We had to be sexy without using sex. Our challenge was to create an intimacy, an interaction with the consumer, in a way that makes the initiated smile and charms even the most timid. The words appearing in fuchsia on the packaging are those associated with gastronomy and good food. Both catchy and intriguing, they surprise and titillate the imagination. The mouth-watering images depict the freshness and finesse of the product. The structural design of the boxes, in turn, provides the packaging platform with its distinctive character, enhances the sensory experience for the consumer, and allows for fun and engaging store displays.

The founders of Point G wanted to create an identity that they could relate to.  Even though they are considered the masters of macarons and other gourmet delights in Montreal, they did not want to play up that reputation. In this respect, the cliché of elitist luxury that some pastry brands project was a million miles away from who Point G truly is. Because they had, some years before, come up with the irreverent idea of naming their Company Point G for Point Gourmet (or whatever else naughty minds might imagine), we wanted to assume that identity and express it fully. The result of the packaging platform is powerful, while speaking with finesse and humour. The big words are now part of the vocabulary of the brand, and express themselves without vulgarity, surfing the subtlety and sensuality of a culinary and sensory vocabulary.

Aureus/Aurea offered golf apparel inspired by the tradition of this sport and by fashion trends. Facing increasingly fierce competition, the brand recently multiplied attempts at revitalizing its image, without seeing any significant change. In 2006, Chez Valois and its partners were asked to thoroughly reexamine the brand, which meant analyzing the situation, defining the brand strategy and reexamining the global visual identity and communications.

Insights and challenge

With the emergence of general sport and fashion brands, the golf apparel market has undergone major changes. The market is now ruled by image-driven brands that put emphasis on heritage, social status (e.g., Burberry, Bobby Jones, Lacoste) or high performance (e.g., Nike, Adidas, Puma, Lindeberg). Many practical brands are also in the mix, offering standard polo shirts at low prices. Despite Aureus/Aurea’s impressive selection, which consists of about 27 collections, designing polo shirts the traditional way was no longer enough. The brand needed to exploit its full differentiation potential and better position itself on the market. Through conversations with golfers, the company quickly discovered that most simply played for pleasure and that image-driven brands were the last thing on their minds. Many wondered where the simple joy of playing went.

Idea

As such, there is room for a brand with a humanistic approach that emphasizes individual and product experience… The word ‘easy’ perfectly defines the underlying spirit of the brand – a smart, accessible and simple global experience. Beyond the product, the brand must be easy to communicate in terms of store experience, awareness etc. From the name “Aureus/Aurea”, only the first three letters were kept and the brand simply became A–U–R, an easy-to-remember acronym and one that allows a more effective equity transfer of the brand. AUR intuitively puts emphasis on the individual and on the proclamation “Hey you are!” The products themselves have been combined into 3 collections, which are better defined and clearly communicated as Active, Authentic and Audacious. We have redesigned the logotype, visual identity, labeling, etc… We have also designed a graphic charter that provides AUR’s design department with declination markers of the visual identity for different supports.

On & On, a reference to the world of ready to wear recycled clothes, is an ambassador of ethical and responsible values. Their hand-made creations are entirely composed of reused textiles, making each of their pieces a unique creation. On & On wished to redefine its brand identity and communication tools.

Insights and challenge

Surprisingly, their customers were much more seduced by the refined design and the uniqueness of each piece, then by the ethical and ecological values of the brand. The recycled look of the product had previously been placed at the foreground of their communications, while it was still only considered an added value. Furthermore, the erroneous perception of already worn secondhand textiles beingunclean persisted among consumers, which was misleading since only good condition natural fiber fabrics are selected to be fully restored. Unfortunately, the image’sgray toneshelped reinforce that bias.

Idea

Put emphasis on the “fashion aspect” of the brand and dispel preconceptions. Enliven the image with a saturated and vivid color palette but also demonstrate the profound values of the brand with smart communication tools. For example, business cards are produced by overprinting on the pages of recuperated fashion magazines. Like the clothing of our brand, each card is unique and made from 100% reused material, where we can see parts of different clothes. The catalog has been redesigned and made into detachable and reusable postcard pieces. Even the ribbon attaching the booklet becomes a bracelet once separated, giving a second life to the object while advertising the label and its message. And of course, the catalog is printed with vegetable inks on paper made from 100% recycled fibers.

Ur Bain offers a range of handcrafted bath and body care products made from organic ingredients. Respecting the environment being the highest priority, the brand wished to adopt a more contemporary visual identity and offer a range of “eco-friendly” packages at a reduced cost.

Insights and challenge

The soaps’ packaging is generally used for transportation and in-store presentation purposes. Before the soap is even used, the packaging has already become a cumbersome waste. A recycled and recyclable packaging is certainly a good thing, but is it possible to do better?

Idea and dexterity

Imagine packaging that uses 40% less material than a traditional one. Ur Bain soaps are wrapped using a single piece of thin folded paper without cuts, which prevents any loss of paper during the fabrication process. Plus, the clever folding method used does not require any glue. As a little extra, the packaging is reversible. Its interior is printed with plant patterns and can be used to wrap up the soap discretely with other gift items. The item’s life cycle is optimized and it integrates the environment in a sustainable and adequate manner. The packaging goes beyond its basic function by becoming a delightful object and a full-fledged product that communicates the Ur Bain image on each gift that it wraps. Ur Bain packaging is printed with vegetable inks on unbleached paper without using any GMOs and is made with 100% post-consumption recycled fibers.

Karaté Québec is an association recognized by the Ministère de l’Éducation, du Loisir et du Sport du Québec, which today has more than 7000 members and is a member of the National Karate Association and the World Karate Federation. Each year, Karaté Québec generates more members and awareness with the public. Therefore, the organization wishes to promote a globally consistent image and establish a new foundation.

Insights and challenge

Karate students and enthusiasts are interested in its history and origins and, consequently, are interested in the Asian and Japanese culture. The former image of Karaté Québec only refers to the location of the association’s training facilities (Quebec), ignoring the very origins of the discipline. Furthermore, the association’s communications did not convey a central idea and consequently had a tendency of sending a different message to its different supports.

Idea

Provide the association with an image that is closer to its discipline, rigor and origins, thanks to a Japanese inspired visual identity. A hanko, Japanese seal incorporating the letters K and Q, make up the logotype. In Japan, this seal often replaces the signature, in everyday communications or in major transactions such as in a building sale contract therefore, it represents a true symbol of commitment. The hanko that was imagined for Karaté Québec represents the association’s guarantee of authenticity and credibility. Each and every aspect of the visual identity, such as typography, choice of paper for stationary items or the Website ergonomics, has been designed with the meticulous Japanese spirit in mind. The visual transition of Karaté Québec confirms the reorganization of the association and reasserts its commitment to becoming a leading edge association.