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Cafe Supreme rebrands as La Prep

Montreal-based restaurant chain Café Supreme has rebranded itself as La Prep. The new branding and visual identity work, as well as a supporting outdoor campaign, was handled by Doug & Serge of Toronto. The campaign began last week in Montreal, Toronto and Calgary. "Our former branding and presentation in the market worked well in many respects to convey the premium, stylish quality of our brand, but didn't fully represent our offering to consumers," said John Essaris, president of La Prep. We were so much more than a coffee house and we needed to ensure we communicated this more effectively. The Doug & Serge team did an outstanding job of identifying a great new brand name and the complementing brand descriptor, 'Daily fresh,' that quickly conveys our daily fresh preparation of all foods and beverages. They also created a completely new, fresh and inviting brand identity and a fun, inviting campaign to launch our re-branding." La Prep has 50 locations nationally.

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