Hog wild

F. Menard gets a chic identity.

Being in the pig business isn’t exactly glamourous. But Quebec-based F. Ménard and Lg2 are challenging that myth. The agency created a new branded identity for the pig breeder, including a logo, package design and promo material that wouldn’t be out of place in a chic grocery store. Pork never looked so fashionable.


Advertiser: F. Ménard
Client: Luc Ménard, Yvan Pinsonneault and Julie Dufour
Agency: Lg2
Creative director: Claude Auchu, Serge Côté
Artistic director: Serge Côté
Designer: Andrée Rouette
Strategic planning: Pénélope Fournier
Advisory services: Catherine Lanctôt, Florence Morin-Laurin, Johanna Lessard, Marion Haimon
Photography: Martin Girard
Video production: Stratimage – Simon Lavoie
Writing: Sophie Bordes
Print production: Lg2fabrique