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Ashton","file":false}],"optional_documents":false,"web_text":{"fr":"","en":"<p><b>Objective<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton is the oldest poutine chain in the country. It\u2019s been proudly serving real poutine since 1969, but the brand\u2019s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.<\/span><\/p>\n<p> <\/p>\n<p><b>Description of the project<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton\u2019s history.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand\u2019s signature red colour and updated the menu while paying homage to the chain\u2019s origins. A touch of nostalgia also comes through in new merchandise emblazoned with illustrations inspired by an early Ashton logo. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand\u2019s iconic neon lighting connect the system\u2019s touchpoints, from new packaging to stripes on socks.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">And a fresh image deserves a fresh experience: to fully embrace Ashton\u2019s new era, the customer experience was completely rethought. This transformation is evident from the exterior design to the interior details, which reflect the brand\u2019s roots. The pervasive curves, the triple red stripe that runs along the customer path and furniture, the neon lighting and the red tin roof are all reminiscent of Ashton\u2019s original 1969 food trailer. To create an atmosphere as comforting as its dishes, a monochrome red border lines the dining room, echoing the oval outline found in the brand\u2019s signature. A variety of seating options are offered in the centre of the restaurant, with the famous banquettes remaining a key feature. The new brand identity is expressed in the selection of materials, colours, signage and imagery that captures the great classics of the menu. This easily reproducible layout will extend to other restaurants undergoing the same transformation over the next few years.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Refreshing the image of an iconic brand with a strong connection to its customers comes with its challenges. To avoid falling into the trap of trends and personal tastes, every choice \u2013 from brand image and architecture to packaging \u2013 draws its inspiration from the brand\u2019s unique DNA. The result: a 100% refreshed image that retains its authenticity and appeals to even the most die-hard fans.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">The figures speak for themselves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">35% increase in traffic at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">34% increase in sales at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% increase in visits to the Ashton website within 30 days of launch<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton found the winning recipe for retaining loyal customers while attracting new fans looking for a retro yet contemporary experience.<\/span><\/p>\n","original":"<p><b>Objective<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton is the oldest poutine chain in the country. It\u2019s been proudly serving real poutine since 1969, but the brand\u2019s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.<\/span><\/p>\n<p> <\/p>\n<p><b>Description of the project<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton\u2019s history.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand\u2019s signature red colour and updated the menu while paying homage to the chain\u2019s origins. A touch of nostalgia also comes through in new merchandise emblazoned with illustrations inspired by an early Ashton logo. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand\u2019s iconic neon lighting connect the system\u2019s touchpoints, from new packaging to stripes on socks.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">And a fresh image deserves a fresh experience: to fully embrace Ashton\u2019s new era, the customer experience was completely rethought. This transformation is evident from the exterior design to the interior details, which reflect the brand\u2019s roots. The pervasive curves, the triple red stripe that runs along the customer path and furniture, the neon lighting and the red tin roof are all reminiscent of Ashton\u2019s original 1969 food trailer. To create an atmosphere as comforting as its dishes, a monochrome red border lines the dining room, echoing the oval outline found in the brand\u2019s signature. A variety of seating options are offered in the centre of the restaurant, with the famous banquettes remaining a key feature. The new brand identity is expressed in the selection of materials, colours, signage and imagery that captures the great classics of the menu. This easily reproducible layout will extend to other restaurants undergoing the same transformation over the next few years.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Refreshing the image of an iconic brand with a strong connection to its customers comes with its challenges. To avoid falling into the trap of trends and personal tastes, every choice \u2013 from brand image and architecture to packaging \u2013 draws its inspiration from the brand\u2019s unique DNA. The result: a 100% refreshed image that retains its authenticity and appeals to even the most die-hard fans.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">The figures speak for themselves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">35% increase in traffic at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">34% increase in sales at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% increase in visits to the Ashton website within 30 days of launch<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton found the winning recipe for retaining loyal customers while attracting new fans looking for a retro yet contemporary experience.<\/span><\/p>\n"},"jury_text":[{"category":3691,"fr":"","en":"<p><b>Objective<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton is the oldest poutine chain in the country. It\u2019s been proudly serving real poutine since 1969, but the brand\u2019s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.<\/span><\/p>\n<p> <\/p>\n<p><b>Description of the project<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton\u2019s history.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand\u2019s signature red colour and updated the menu while paying homage to the chain\u2019s origins. A touch of nostalgia also comes through in new merchandise emblazoned with illustrations inspired by an early Ashton logo. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand\u2019s iconic neon lighting connect the system\u2019s touchpoints, from new packaging to stripes on socks.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">And a fresh image deserves a fresh experience: to fully embrace Ashton\u2019s new era, the customer experience was completely rethought. This transformation is evident from the exterior design to the interior details, which reflect the brand\u2019s roots. The pervasive curves, the triple red stripe that runs along the customer path and furniture, the neon lighting and the red tin roof are all reminiscent of Ashton\u2019s original 1969 food trailer. To create an atmosphere as comforting as its dishes, a monochrome red border lines the dining room, echoing the oval outline found in the brand\u2019s signature. A variety of seating options are offered in the centre of the restaurant, with the famous banquettes remaining a key feature. The new brand identity is expressed in the selection of materials, colours, signage and imagery that captures the great classics of the menu. This easily reproducible layout will extend to other restaurants undergoing the same transformation over the next few years.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Refreshing the image of an iconic brand with a strong connection to its customers comes with its challenges. To avoid falling into the trap of trends and personal tastes, every choice \u2013 from brand image and architecture to packaging \u2013 draws its inspiration from the brand\u2019s unique DNA. The result: a 100% refreshed image that retains its authenticity and appeals to even the most die-hard fans.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">The figures speak for themselves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">35% increase in traffic at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">34% increase in sales at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% increase in visits to the Ashton website within 30 days of launch<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton found the winning recipe for retaining loyal customers while attracting new fans looking for a retro yet contemporary experience.<\/span><\/p>\n","original":"<p><b>Objective<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton is the oldest poutine chain in the country. It\u2019s been proudly serving real poutine since 1969, but the brand\u2019s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.<\/span><\/p>\n<p> <\/p>\n<p><b>Description of the project<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton\u2019s history.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand\u2019s signature red colour and updated the menu while paying homage to the chain\u2019s origins. A touch of nostalgia also comes through in new merchandise emblazoned with illustrations inspired by an early Ashton logo. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand\u2019s iconic neon lighting connect the system\u2019s touchpoints, from new packaging to stripes on socks.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">And a fresh image deserves a fresh experience: to fully embrace Ashton\u2019s new era, the customer experience was completely rethought. This transformation is evident from the exterior design to the interior details, which reflect the brand\u2019s roots. The pervasive curves, the triple red stripe that runs along the customer path and furniture, the neon lighting and the red tin roof are all reminiscent of Ashton\u2019s original 1969 food trailer. To create an atmosphere as comforting as its dishes, a monochrome red border lines the dining room, echoing the oval outline found in the brand\u2019s signature. A variety of seating options are offered in the centre of the restaurant, with the famous banquettes remaining a key feature. The new brand identity is expressed in the selection of materials, colours, signage and imagery that captures the great classics of the menu. This easily reproducible layout will extend to other restaurants undergoing the same transformation over the next few years.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Refreshing the image of an iconic brand with a strong connection to its customers comes with its challenges. To avoid falling into the trap of trends and personal tastes, every choice \u2013 from brand image and architecture to packaging \u2013 draws its inspiration from the brand\u2019s unique DNA. The result: a 100% refreshed image that retains its authenticity and appeals to even the most die-hard fans.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">The figures speak for themselves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">35% increase in traffic at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">34% increase in sales at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% increase in visits to the Ashton website within 30 days of launch<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton found the winning recipe for retaining loyal customers while attracting new fans looking for a retro yet contemporary experience.<\/span><\/p>\n"}],"different_jury_text":false,"different_category_text":false},"laureats":[],"contest_id":"119062","contest_title":"GRANDS PRIX DU DESIGN \u2013 17th edition","firms":[{"field_5efdebd654724":"LG2 Architecture ","field_5efdebd654725":"https:\/\/www.lg2architecture.com\/","field_5efdebf254726":"","field_6139fca4c23db":2744},{"field_5efdebd654724":"LG2","field_5efdebd654725":"https:\/\/lg2.com\/","field_5efdebf254726":"","field_6139fca4c23db":2743},{"field_5efdebd654724":"Quanta Architecture","field_5efdebd654725":"https:\/\/www.quanta-arch.com\/","field_5efdebf254726":"","field_6139fca4c23db":2744}],"user":{"email":"concoursmtl@lg2.com","first_name":"No\u00e9mie","last_name":"B\u00e9dard"},"doc_texts_web":{"fr":"<p><b>Objectif :<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton est la plus ancienne cha\u00eene de poutines au pays. On y sert de la vraie bonne poutine depuis 1969, mais son image et ses restaurants \u00e9taient rest\u00e9s fig\u00e9s dans le temps. En 2022, deux jeunes entrepreneur\u00b7euses dot\u00e9\u00b7es d\u2019une vision d\u2019expansion font l\u2019acquisition des 23 succursales du fleuron qu\u00e9b\u00e9cois. Les d\u00e9fis \u00e9taient de taille : les ventes \u00e9taient stagnantes, les restaurants \u00e9taient d\u00e9suets, la client\u00e8le \u00e9tait vieillissante, et le recrutement \u00e9tait difficile aupr\u00e8s des jeunes g\u00e9n\u00e9rations. La marque avait besoin d\u2019un bon vent de fra\u00eecheur, c\u2019est pourquoi nous avons compl\u00e8tement revu son univers de marque.<\/span><\/p>\n<p> <\/p>\n<p><b>Description du projet : <\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">C\u2019est donc avec une parfaite combinaison de modernit\u00e9 et de traditions ancr\u00e9es dans l\u2019histoire d\u2019Ashton que l\u2019exp\u00e9rience compl\u00e8te a \u00e9t\u00e9 renouvel\u00e9e.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Dans un esprit d\u2019hommage \u00e0 la culture du casse-cro\u00fbte, tous les codes classiques du <\/span><i><span style=\"font-weight: 400;\">diner <\/span><\/i><span style=\"font-weight: 400;\">ont \u00e9t\u00e9 revisit\u00e9s \u00e0 la sauce d\u2019aujourd\u2019hui. Une signature typographique sur mesure a \u00e9t\u00e9 cr\u00e9\u00e9e en s\u2019inspirant du c\u00f4t\u00e9 g\u00e9n\u00e9reux et gourmand des plats. Le rouge bien connu de la cha\u00eene a \u00e9t\u00e9 rafra\u00eechi. Le menu bonifi\u00e9 fait un clin d\u2019\u0153il aux origines, et une touche de nostalgie se ressent sur les produits d\u00e9riv\u00e9s, avec des illustrations inspir\u00e9es d\u2019un des premiers logos Ashton. Les couleurs sont riches, les courbes sont g\u00e9n\u00e9reuses et la ligne triple, inspir\u00e9e du n\u00e9on iconique, relie l\u2019ensemble des points de contact du syst\u00e8me, des nouveaux emballages aux rayures des chaussettes.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Et qui dit nouvelle image, dit aussi nouvelle exp\u00e9rience. Pour pleinement savourer le renouveau d\u2019Ashton, l\u2019exp\u00e9rience client a \u00e9t\u00e9 revisit\u00e9e dans un tout nouveau concept d\u2019am\u00e9nagement. La transformation est perceptible de l\u2019enveloppe ext\u00e9rieure aux d\u00e9tails int\u00e9rieurs faisant \u00e9cho aux racines de la marque. L\u2019omnipr\u00e9sence de la courbe, la ligne rouge triple qui sillonne le parcours client et \u00e9pouse le mobilier, le n\u00e9on ainsi que la t\u00f4le ondul\u00e9e rouge rappellent la roulotte d\u2019origine de 1969. Pour instaurer une atmosph\u00e8re aussi r\u00e9confortante que ses plats, un pourtour rouge monochrome d\u00e9limite la salle \u00e0 manger, en harmonie avec le trait ovale que l\u2019on retrouve dans la plateforme de marque. Au centre, diff\u00e9rentes assises sont propos\u00e9es alors que les fameuses banquettes ont toujours leur place de choix. La nouvelle identit\u00e9 de marque s\u2019exprime dans la s\u00e9lection des mat\u00e9riaux et des couleurs, dans la signal\u00e9tique et \u00e0 travers l\u2019imagerie qui illustre en mots et en images les grands classiques du menu<\/span><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">Cet am\u00e9nagement, facilement reproductible, s\u2019\u00e9tendra aux autres restaurants qui b\u00e9n\u00e9ficieront de la m\u00eame m\u00e9tamorphose au cours des prochaines ann\u00e9es.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Renouveler l\u2019image d\u2019une marque iconique b\u00e9n\u00e9ficiant d\u2019un grand sentiment d\u2019appartenance apporte son lot de sensibilit\u00e9s. Afin d\u2019\u00e9viter de tomber dans le pi\u00e8ge des tendances et des go\u00fbts individuels, chaque choix, de l\u2019image de marque \u00e0 l\u2019architecture en passant par les emballages, puise son inspiration dans l\u2019ADN unique de la marque. R\u00e9sultat : une image 100\u00a0% renouvel\u00e9e qui n\u2019a rien perdu de son authenticit\u00e9 et qui s\u00e9duit m\u00eame les fans les plus endurci\u00b7es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En chiffres, les retomb\u00e9es parlent d\u2019elles-m\u00eames\u00a0:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+ 35 % d\u2019achalandage \u00e0 la premi\u00e8re succursale r\u00e9nov\u00e9e (succursale Du Marais \u00e0 Qu\u00e9bec)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+ 34 % des ventes \u00e0 la premi\u00e8re succursale r\u00e9nov\u00e9e (succursale Du Marais \u00e0 Qu\u00e9bec)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">+ 40 % des visites sur le site web d\u2019Ashton dans les 30 jours suivant le lancement<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton a trouv\u00e9 la recette gagnante pour fid\u00e9liser les palais d\u00e9j\u00e0 conquis et pour attirer de nouveaux et nouvelles adeptes en qu\u00eate d\u2019une exp\u00e9rience m\u00e9morable \u00e0 la fois r\u00e9tro et actuelle.<\/span><\/p>\n","en":"<p><b>Objective<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton is the oldest poutine chain in the country. It\u2019s been proudly serving real poutine since 1969, but the brand\u2019s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.<\/span><\/p>\n<p> <\/p>\n<p><b>Description of the project<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton\u2019s history.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand\u2019s signature red colour and updated the menu while paying homage to the chain\u2019s origins. A touch of nostalgia also comes through in new merchandise emblazoned with illustrations inspired by an early Ashton logo. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand\u2019s iconic neon lighting connect the system\u2019s touchpoints, from new packaging to stripes on socks.\u00a0<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">And a fresh image deserves a fresh experience: to fully embrace Ashton\u2019s new era, the customer experience was completely rethought. This transformation is evident from the exterior design to the interior details, which reflect the brand\u2019s roots. The pervasive curves, the triple red stripe that runs along the customer path and furniture, the neon lighting and the red tin roof are all reminiscent of Ashton\u2019s original 1969 food trailer. To create an atmosphere as comforting as its dishes, a monochrome red border lines the dining room, echoing the oval outline found in the brand\u2019s signature. A variety of seating options are offered in the centre of the restaurant, with the famous banquettes remaining a key feature. The new brand identity is expressed in the selection of materials, colours, signage and imagery that captures the great classics of the menu. This easily reproducible layout will extend to other restaurants undergoing the same transformation over the next few years.\u00a0\u00a0\u00a0<\/span><\/p>\n<p> <\/p>\n<p><b>Impact\u00a0<\/b><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Refreshing the image of an iconic brand with a strong connection to its customers comes with its challenges. To avoid falling into the trap of trends and personal tastes, every choice \u2013 from brand image and architecture to packaging \u2013 draws its inspiration from the brand\u2019s unique DNA. The result: a 100% refreshed image that retains its authenticity and appeals to even the most die-hard fans.<\/span><\/p>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">The figures speak for themselves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">35% increase in traffic at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">34% increase in sales at the first renovated branch (Vanier branch in Quebec City)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% increase in visits to the Ashton website within 30 days of launch<\/span><\/li>\n<\/ul>\n<p> <\/p>\n<p><span style=\"font-weight: 400;\">Ashton found the winning recipe for retaining loyal customers while attracting new fans looking for a retro yet contemporary experience.<\/span><\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/rajeunir-une-marque-a-lheritage-fort\/","en":"https:\/\/int.design\/en\/projects\/rejuvenate-a-brand-with-a-strong-heritage\/"},"titles":{"fr":"Rajeunir une marque \u00e0 l\u2019h\u00e9ritage fort","en":"Rejuvenate a brand with a strong heritage"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/project\/139383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/en\/wp-json\/wp\/v2\/media?parent=139383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}