Revamping the packaging for Quebecers’ favourite snack cakes.

challenge

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.

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.

objectives

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.

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

methodology and insight

We conducted qualitative research to fully understand consumers’ perception of the brand and its range of products. We led workshops with Vachon’s marketing and innovation team to get a grasp of each product’s unique DNA. 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.

putting it to work

Creation of 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.

impact

The new packages successfully maintain the brand’s continuity. They have refreshed the Vachon brand without altering its products or destabilizing consumers, creating a strong and revitalized umbrella brand. An 8% increase in sales was observed in the first 6 months following the launch of the new packaging.