BOUCHERVILLE, QUEBEC — Olymel, a Canadian pork producer, announced on Jan. 6 that it introduced a rebrand of its meat products.

The company said this move looks to highlight the quality of Olymel while making the brand more visible, contemporary and attractive.

“In changing our brand image, we wanted to further highlight the quality of our products, already recognized internationally for their excellence,” said David Rivest, senior vice president of sales and marketing. “It was essential that this new corporate image reflects both our commitment to quality and the new direction we’ve taken, while respecting the essence of what makes us who we are.” 

Along with its work with LG2, Olymel anchored the new identity around red and blue colors. After deciding on the design, studies found the logo met both the company and brand objectives with positive feedback from consumers.

“Seventy percent of purchasing decisions are confirmed at the point of sale,” said Stéphanie Martin, senior consulting manager of LG2.”For a brand like Olymel, it’s vital that all its expressions capture the attention and generate consumer preference to trigger purchase intent. A striking logo, articulated around the brand’s iconic assets, serves as an anchor point from which all design and brand components are articulated. In this way, enhanced brand recognition will increase the impact and discoverability of tablet products.”

Olymel confirmed that the new branding would be rolled across many physical and digital touchpoints, including packaging, advertising, and signage, which is planned to be updated in 2025.

“This change of image is part of a wider process of transformation at Olymel, designed to reflect the company’s evolution and support its growth,” the company added. “By increasing the brand’s visibility, Olymel hopes not only to strengthen its market position, but also to increase sales of its products by improving their perception among consumers.”