By : Studio AANAGRAM
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Environmental Design / Brand Universe : Gold Certification
Guiding a transformation that leaves no one in the cold
Saint Pierre is a family owned food company, previously known as Gastronomie Concept. Since its founding in 1992, Saint Pierre has been dedicated to bring home a gastronomic experience with ease by marketing a wide range of top quality products. To do so, Saint Pierre has developed innovative techniques in flash frozen food and quickly invested in the online ordering and home delivery sector in the early 2000s. With the arrival of a multitude of new players in the market over time, it was important for the company to affirm its position in terms of provenance, quality and value.
Saint Pierre hired AANAGRAM to formulate a new visual identity that reflects both their operations and expertise, the family nature of the business and their love of the Quebec terroir. The mandate then consisted in articulating accordingly the layout of the existing boutique, the online sales platform as well as a selection of collateral objects.
In order to evoke the freshness of the products as well as the ingenuity of the flash freezing technique which allows the taste and the quality of the food to be preserved longer and more effectively than conventional freezing, AANAGRAM selected the arctic fox to become the emblem of Saint Pierre. Royal blue, reflected in its winter fur coat, becomes the official color. This native omnivorous animal was a perfect fit to represent the company as it has developed a quite surprising hunting technique as it plunges headfirst into the snow to find its next meal. It also notably has the habit of making abundant provisions which it hides in the frozen ground. Sociable and attentive, he embodies the values and the relationship that the company maintains with its customers.
Saint Pierre then began an expansion phase that coincided with the desire to focus on the customer experience in store and online. With a new land in hand to build the future home of the business and the awareness that this is a project spanning several years, the owners decided to expand and renovate the existing store, which became the field of exploration in the implementation of the new identity. The layout was completely redesigned to optimize the customers journey, the shopping experience specific to flash frozen products and to ease the restocking process from the kitchen in the back of the shop. Snow-white monolithic islands framing the freezers allow for the integration of product sheets, and forms the base for royal blue tubular metal structures from which product category signage hangs.
The cash counter module and its bulkhead as well as the wine tasting area dressed with a mural all contrasts with the area of display chest freezers laid out like ice floes surrounded by cream walls painted with limewash finish evoking the rock and is overhung by the 12’-0’’ high ceiling painted black to accentuate the height effect.
Inspired by Quebec ecosystems such as the boreal forest and the taiga, the integration of plants evokes the character and delicateness of this flora. Moreover, the dehydrated mosses and lychens used by Biophilic are indigenous and harvested responsibly. In a spirit of nordicity, the use of natural wood gives the service areas a feeling of conviviality dear to the Saint-Pierre family. The pendant lights, exhibiting wooden accents, are designed by the Montreal workshop Tungstène and contributes to enriching the tactile dimension of the space. By combining texture, rhythm, color and play on scale, AANAGRAM offers an experience that evokes the terroir in its variety and complexity.