St-Hubert

Distinctions

Discipline : Communication & Branding

Categories : Environmental Design / Branded Environments (Retail & Spaces) : Silver certification

Quebecers’ attachment to St-Hubert is unwavering, but their loyalty is challenged by competitors who are constantly reinventing themselves. The restaurant could no longer rely solely on its heritage to attract diners. 

To cement its position as a leader, the brand needed to reaffirm its iconic status. With this in mind, the new design concept reinterprets St-Hubert’s signature materials (wood, tiles, classic booth seating and bronze-tinted glass) and focuses on architectural elements that define its identity: the trapezoid, the crest and a selection of warm, charcoal-toned materials and colours.  Each element is designed to reflect the brand’s status as a rotisserie specialist.

Inspired by the world of rotisseries, the space is full of unique design elements such as lighting reminiscent of a rotisserie spit, custom-made ceramic tiles resembling briquettes, charred wood walls evoking charcoal and an iridescent bar with fiery hues. New photographic imagery rounds out the ambiance.

This fresh, welcoming dining experience is more contemporary than ever, allowing every Quebecer to find “their” St-Hubert.

The project in images