Discipline : Communication & Branding
Categories :
Environmental Design / Brand Universe
: Gold certification
Categories :
Environmental Design / Mural & Artistic Installation
: Grand Winner
Cochon Dingue – A classically Québécois kitchen party
Montréal’s very first Cochon Dingue is a showcase for local art and typical Québécois hospitality. The mandate was to create an experience where regulars and newcomers alike would immediately discover the warm, festive atmosphere that’s characteristic of Cochon Dingue. The challenge was transforming a renowned institution – which has been operating in the Quebec City area for over 45 years – by shifting its French bistro roots into a fully Québécois operation. The evolution of the restaurant’s visual identity, tone, menu and layout were all part of the process.
Inspired by the legendary kitchen parties rooted in popular culture, the dining room’s open-plan layout creates an inviting, friendly space, with tables set close together and service stations in view of diners to add to the laid-back atmosphere. Oversized banquettes are reminiscent of large, inviting sofas, and the pantry, an integral part of the decor, arouses curiosity and nostalgia with accessories, books, condiments and utensils typical of Québécois kitchens. It serves as a reminder that a good meal always begins in a bustling kitchen. The result is a restaurant that feels like home and that embodies Quebec’s generosity both in the space and on the plate.
The ample curves in the design – arches, benches, light fixtures – echo the rounded shapes of the logo and pig, creating visual coherence. The choice of materials such as blue and white floor tiles, wood panelling, warm finishings and blue monochrome paint evoke the aesthetics of the Quebec bistro with an updated twist. The custom-made light fixtures feature a playful spiral silhouette, reminiscent of the pig’s emblematic tail.
The sculptural installation Essaim by Jérôme Trudelle and Émile Prince is the focal point of the space, embodying the restaurant’s abundant energy: a sea of 3,000 individually moulded resin pigs are suspended in the air, evoking the collective movement of a swarm of bees. Excessive and hypnotic, this work captures the eye. A colourful mural by LaCharbonne explores the duality of angel and demon, covering the entire bathroom. Visible from the street, the work attracts outside attention and creates a bold visual statement.
Cochon Dingue Montreal isn’t just a restaurant: it’s a vibrant tribute to our festive culture, our art of living and our innate sense of hospitality.
