2025 Winner

Cordon Bleu is a 90-year-old culinary brand in Quebec, but with strong competitors dominating the category, it needed to modernize its identity while staying true to its heritage. Aliments Ouimet-Cordon Bleu introduced a refreshed packaging system focused on three key elements. First, the brand’s colours were updated with a deeper, richer blue that preserved its vintage appeal while increasing shelf appeal. Second, distinctive gouache illustrations by a local artist were paired with the bold new colour palette to help the packaging stand out in grocery stores. Finally, the custom illustrations – reminiscent of recipe books from the 1960s and 1970s – added warmth and personality.

Credits

CREATIVE AGENCY: LG2
CLIENT: Aliments Ouimet-Cordon Bleu

EXECUTIVE CREATIVE DIRECTION: David Kessous
CREATIVE DIRECTION: Marie-Pier Gilbert
COPYWRITING: Geneviève Jetté
DESIGN : Pascale Alie-Crête
STRATEGIC PLANNING: Marc-André Fafard, Yann Edouard Cayard
ACCOUNT SERVICES: Ingrid Roussel, Marion Haimon, Stéphanie Brunelle, Ambre Kerleau
AGENCY PRODUCTION: Isabelle Thouin, Mélissa Brisson, Emmanuelle Gauthier-Laquerre, Karine Allie, Julie Hotte
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault, Josh Stein
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTION: Nicolas Baldovini
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Julie Pilon

TYPOGRAPHy : Alexandre Saumier Demers
ILLUSTRATION : Florence Rivest
PHOTOGRAPHy: Gabrielle Sykes (Rodeo Production)

VICE PRESIDENT, SALES AND MARKETING: Patricia St-Aubin
BRAND DIRECTOR: Ariane Chrétien-Deland
BRAND MANAGER: Julia Garnier Brun