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Quebec Maple Syrup Producers debut new branding
By Adnews Staff
The Federation of Quebec Maple Syrup Producers has begun a new branding initiative intended to highlight the "unique character" of the province's maple products. The effort consists of a new maple leaf-shaped logo and the tagline "Érable du Québec," or "Maple from Canada" in international markets. The materials are intended to standardize communication guidelines and improve brand recognition in national and international marketing campaigns. The new branding was developed by KBS Montreal. Public relations for its introduction are being conducted by Massy Forget Langlois Public Relations.
"Very few products benefit from such universal recognition," said Olivier Caron, creative director of branding and design at KBS Montreal. "The maple leaf was the obvious choice for the brand's core visual element. Inspired by the iconic tin can, the rounded lettering used to write "Maple" right on the leaf evokes the liquid nature of the flagship product, namely maple syrup. Moreover, the logo's slight colour gradation is a reference to the nuances noted in maple syrup's new grading system, featuring four categories: golden, amber, dark and very dark."