MENAUD
Menaud is a distillery and brewery located in Charlevoix, a Quebec region known for its green nature and vast landscapes.
The name of the company is directly inspired by Menaud maître-draveur (1937), by Félix-Antoine Savard. This literary work is a classic example of the novel of the didactic terroir of Quebec, evoking in detail the work of the log driver, a worker who embodies a special place in Quebec folklore.
The graphic design firm Wedge therefore mandated me to create the Menaud logo with them. This one had to transpire tradition, hard work and know-how. We ignored all the trends, so we can position a young and modern company as a solid player that integrates and glorifies the heritage and flora of its region.
I then collaborated with the Menaud team to develop a series of visuals representing the herbs commonly used in their products. These illustrations appear in their communications to support the description of their recipes and their know-how with the local flora.
Menaud took the opportunity to make t-shirts for their employees, using lovage, a herb that grows on the banks of the St. Lawrence River, and which gives a unique taste to one of their beers.
