In recent years, Boréale had started to lose momentum, resulting in a decreased presence on shelves. In order to revitalize the brand, a meticulous process of brand strategy and architecture was undertaken, including a reworking of the visual identity and packaging.

The idea was to rest close to the positioning Celebrate life naturally, by freeing the bear (the brand’s signature element) from its rigid structure and leveraging the full potential of the great northern outdoors. Two graphic features contribute to ensure strong brand blocking on shelves: the snow, evoking the product’s purity and naturalness; and the colour blue, a well-established brand symbol. Within the product line, a simple colour code scheme is used to identity the different SKUs, allowing them to be recognized quickly on shelves.

Since the launch last fall, Boréale has seen its sales jump by 14%, the first increase in many years.