Rolling iconic snack cakes forward with a nod to nostalgia.
On the one hand, the snack cakes category is feeling the impact of the trend towards a healthier lifestyle, in which sugar is no longer highly regarded. On the other hand, the Vachon brand is so deeply ingrained in Quebec’s collective imagination that introducing any change is a delicate process. We therefore had to find a way to refresh the brand without breaking its strong emotional bond with consumers. Revitalizing the brand by redesigning the packaging for Vachon products. Taking advantage of each product’s distinct and firmly rooted identity, bringing them together with a common story.
-
Client
Vachon
Services
Audit and analysis of market trends
Audit and analysis of the competition
Consumer insight
Brand portfolio architecture
Brand positioning
Package design
Team
Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, marketing and business strategy
Caroline Reumont, art direction
Élyse Noël de Tilly, copywriting
Steve Desmarais, graphic production
Alain Sirois, photography
Denis Riverin, photo retouching
We very much enjoyed working with La Famille. Their work is strategic, generous, and creative, and they always remain open to conversation. Collaboration is at the very root of their method, the process is natural, fluid, and easy.
— Janick Parent, Marketing Director, Vachon Bakery
Strategy
As Vachon is considered a homegrown brand that is both comforting and inseparably tied to childhood memories, we focused on its history and the aura of its heritage in order to bring together the entirety of its products under a strong umbrella brand. We conducted qualitative research to fully understand consumers’ perception. We led workshops with Vachon’s marketing and innovation team to get a grasp of each product’s unique DNA.
Idea
We re-immersed ourselves in the history of Vachon—starting at the very beginning, in Sainte-Marie-de-Beauce in 1929—and in the story of its founder Rose-Anna Vachon. We created a “Vachon story” in which each sub-brand plays a role in telling the tale. A taste narrative for each product, subtly balancing the flavour and history aspects. Creation of coherent narrative and visual points of reference for packages on which the ingredients and cakes are front and centre.
Results
The new packages successfully maintain the brand’s continuity.
An 8% increase in sales was observed in the first 6 months following the launch of the new packaging.
