The Irresistible brand revitalization is making waves in the press. The new identity and brand platform are designed to captivate and connect with consumers at the moment of truth, in the few seconds when people choose a brand, at shelf or online.

Our mission at PIGEON was to infuse the brand with the joy of eating, while enhancing visibility and desirability across every touchpoint. The result was a vibrant brand system that unfolds beautifully across hundreds of packaging designs, spanning every category.

This exceptionally large project was brought to life through our longstanding partnership with Metro, a collaboration of over a decade. Together, we worked from strategy to creative execution, ensuring the new platform resonates at every level—from the internal launch to in-store communications.

Read more about the project at Canadian Packaging.