2024 Winner

Renowned chef and entrepreneur Martin Picard, co-owner of Montreal’s Au Pied de Cochon, decided it was time to bring the iconic restaurant to stores. Working with Sid Lee, it created a new brand identity that drew inspiration from Picard’s indulgent, yet refined, cuisine. The logo is round, unpretentious and exudes a gourmet appeal.

More than 300 iterations were crafted until a version that resonated with Picard’s style was chosen. To add character and variety, more than 30 versions of the selected pig icon were integrated into a simple grid system, distinguishing the brand across its 37 different products. The vibrant orange hue of Picard’s famous hunting jacket became the primary colour, complemented by shades inspired by his signature flannel shirts. The refined branding is easy to recognize, and embodies
the essence of Au Pied de Cochon.

Credits

Marie-Elaine Benoit, Creative Director Branding and Design, Sid Lee
Marie Chenier, Art Director, Sid Lee
Julien Poisson, Art Director, Sid Lee
Audrey-Claude Roy, Art Director, Sid Lee
Benjamin Lamingo L'ecuyer, Designer, Sid Lee
Jean-Bernard Bastien, ACD, Sid Lee
Julia Maron, Copywriter, Sid Lee
Jean-François Dumais, Vice-President Creation, Sid Lee
Garcí Iñigo, Vice-President Account Services, Sid Lee
Annie Dufresne, Account Director, Sid Lee
Inès Khadr, Account Executive, Sid Lee
Étienne Auber Bonn, Typography Consultant, Coppers & Brasses