Adrien Gagnon has been in market in Quebec since 1946 with animpressive portfolio of vitamins and supplements. As such, the vast number of products across different subcategories needed to be organized into a more logical brand architecture for consumers to navigate the Adrien Gagnon portfolio to strengthen the brand image and clarify what the brand stood for. Furthermore, the plethora of claims on pack were cluttered and the look and feel needed to be to be rejuvenated and appeal to a younger generation of health-forward consumers and to expand across Canada and the US.
Pigeon developed a brand architecture to simplify the portfolio structure and increase brand impact and product understanding. We revamped the Masterbrand identity with a proud and bolder wordmark and leveraged a contemporary apothecary look and feel for the all-natural brand. We developed a consistent communication hierarchy and brand architecture with a simplified product segmentation by usage, and simplified claims, so the product benefit is clear. Finally, we introduced a tagline to further tell the brand story around the new positioning – “love your life.”