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Les Brasseurs du Nord hires Lg2boutique

Brewery Les Brasseurs du Nord recently retained Lg2boutique of Montreal to conduct a brand review of its Boréale line of beers. The assignment included the development of a new brand identity and packaging, using the tagline, "Celebrate life naturally." According to the agency, the brand materials focus on Boréale's legacy, authenticity, "thirst for freedom and rejection of the superficial." The new identity is being supported with a communications campaign in Quebec.

"Boréale's unfocused positioning required some in-depth analysis," said Érika Godbout, director of marketing and communications for Les Brasseurs du Nord. "Our goal was to rise above the crowd and reclaim our prized place within the Quebec beer industry. In a context where clients are faced with an enormous amount of choice, we wanted to connect with younger consumers who didn't know Boréale in its heyday and didn't grow up with the brand. We needed to wake up the sleeping bear who was thirsting for innovation."

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