All in good taste
With over 100 years of history, the North American company Lassonde has grown through acquisitions. From its birthplace in Rougemont, the company has expanded from coast to coast, bringing together more than 3,000 employees in over 24 plants across Canada and the United States. As the company grew, it wanted to mobilize and generate a common pride by weaving its employer brand under one big umbrella. One Lassonde. The main challenge was to find the common thread, but also the one element that would resonate in the hearts of its plant employees, as well as its managers, across a wide variety of local cultures and more than three official languages.
Our ambition was to reconcile Lassonde's brand notoriety with the pride of its employees across North America.
The logo
A true design legacy, the Lassonde logo was originally designed by George Huel and Associates, and it was important to the company that its history be carried forward. The revitalization aimed to modernize its use, to increase brand awareness and highlight its name in key applications. This is how the first horizontal version of the logo came to be. Also, to enhance the language of the brand, an iconography derived from the original symbol was added to the brand identity. Each of the elements of the logo can be used on its own to add texture to the design. The petal symbolizes a drop and nature, the circle symbolizes the earth, the team and teamwork, the semicircle represents a fruit slice, a bowl, food, a smile and a mountain, and finally, the quarter symbolizes an employee, the activity sector, focus and a summit.
The campaign
At the heart of the company is a commitment to doing things right. Both in what it does best, premium food and beverages, and in the way it does it, in the spirit of teamwork, diversity and inclusion, and even in its culture and values of integrity, respect, community and responsibility. The Lassonde employer brand is first and foremost a story that makes you want to be part of it.