A Bold Canadian Update

Welcome back to Brand ID Weekly!

This week we’re looking at Clark, a heritage pantry staple in Quebec that just got a full rethink from the team at LG2. The brand dates back to 1877, so the challenge was obvious. Keep the legacy. Lose the dated look. And make space for two different grocery-store worlds: classic canned goods and new gourmet legume dishes.

LG2 rebuilt everything from the ground up. The logo moves into a horizontal badge that feels more confident, and William Clark’s signature brings the heritage back into focus. The expanded color system does the heavy lifting across SKUs, keeping each line distinct without breaking the family resemblance.

The result is a smart refresh that respects what made Clark iconic while giving it permission to evolve. It feels familiar, but not stuck. It’s a great balance a legacy food brand needs when stepping into new aisles and new audiences.

Let’s pull back the lid…

The new packaging is really the star of the show. From the bean-inspired shapes to the warm photos, it pops on the shelf and feels totally Clark. Everything clicks together, making it easy to spot and easy to shop.

From The Agency: Since 1877, Clark has been a classic in Quebecers' pantries. Aliments Ouimet strived for innovation in its category by introducing new gourmet flavors and new dishes showcasing legumes, an increasingly popular food. The challenge was significant: finding the right balance between tradition and modernity to attract new clientele, while allowing the brand to evolve into two distinct sections of the grocery store. The goal was to clearly differentiate itself from existing commercial offerings, especially outside Quebec. LG2 developed a clear design solution to allow the sub-brands to coexist. Every element was revisited. The logo evolved into a streamlined horizontal (oblong) shape, and William Clark’s signature was integrated, reaffirming the brand’s heritage. The colour palette was expanded to ensure optimal navigation across the brand’s various ranges and flavors.

Weekly Quote

ASTE CAFÉ by Parche. Aste is a gathering space where the passion for specialty coffee and tea transforms into an experience. Inspired by coffee tradition, vintage Argentine aesthetics, and a club spirit, its identity stands out in the field and invites belonging.

“When I first opened Attio, I instantly got the feeling this was the next generation of CRM.”
— Margaret Shen, Head of GTM at Modal

Attio is the AI-native CRM for modern teams. With automatic enrichment, call intelligence, AI agents, flexible workflows and more, Attio works for any business and only takes minutes to set up.

Join industry leaders like Granola, Taskrabbit, Flatfile and more.

👉Start for free today

The Remote Job Board

Thanks so much for reading! If you have any feedback reply to this email and you will hear back from me, I promise. - Yitzy

P.S. If you were forwarded this email from a friend you can subscribe below