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Delimax-Montpak hires Pigeon

Quebec food company Delimax-Montpak recently retained Pigeon of Toronto to develop a brand strategy for its new line of veal products and ready-to-cook meat. The assignment included the creation of a name, Fontaine Family, as well as a visual style and packaging design. According to the company, the branding is intended to appeal to consumers seeking “quality low-fat meat, in a spirit of total respect for animals.”

“Right from the start, we got a good sense of the passion that drives the Fontaine family, the authenticity of their approach and their capacity for innovation,” said Armelle Dubourg, group account director at Pigeon. “The connection with the company founders and our understanding of their core values played a key part in shaping our strategic and creative approach. Among the names suggested, that of ‘Fontaine Family’ emerged organically as the natural reflection of an authentic history and a gauge of quality.”

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