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C\u2019est ce qui a men\u00e9 un jeune entrepreneur, l\u2019ac\u00e9riculteur Julien Dupasquier, \u00e0 adopter une position alternative gr\u00e2ce \u00e0 une approche culinaire d\u00e9coinc\u00e9e et \u00e0 l\u2019addition de coul\u00e9es hors saison lui permettant de d\u00e9velopper des aromates in\u00e9dits.<span class=\"\\"Apple-converted-space\\"\">\u00a0<\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">Julien baptise\/nomme initialement son entreprise La coul\u00e9e Suisse en raison des origines de son p\u00e8re. Quelques ann\u00e9es plus tard, il fait appel \u00e0 AANAGRAM pour mener un exercice strat\u00e9gique visant \u00e0 repositionner l\u2019entreprise. Le principal constat : le diff\u00e9renciateur r\u00e9side dans les recettes uniques et originales, alors que l\u2019h\u00e9ritage suisse n\u2019avait aucun impact tangible sur le menu et ne r\u00e9sonnait pas favorablement dans un march\u00e9 poss\u00e9dant un fort h\u00e9ritage culturel. AANAGRAM d\u00e9veloppe donc une plateforme de marque int\u00e9gr\u00e9e qui comprenait l\u2019identit\u00e9 nominale, l\u2019identit\u00e9 visuelle, les emballages de produit, le mat\u00e9riel promotionnel ainsi que le concept boutique et espace comptoir.<span class=\"\\"Apple-converted-space\\"\">\u00a0<\/span><\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">Le d\u00e9fi dans la formulation de la nouvelle marque \u00e9tait de marier la nostalgie des codes traditionnels de la cabane \u00e0 sucre avec la culture contemporaine du dessert gourmet. La notion \u00ab artisanale \u00bb populaire pour les produits du terroirs sugg\u00e8re des m\u00e9thodes traditionnelles de production et cela se refl\u00e8te souvent avec des marques projetant un esprit folklorique. Certaines composantes font manifestement r\u00e9f\u00e9rences \u00e0 des \u00e9l\u00e9ments du pass\u00e9 mais l\u2019attitude se veut r\u00e9solument progressiste.<\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">Alors que la nouvelle identit\u00e9 nominale d\u00e9montre tout l\u2019estime port\u00e9 \u00e0 l\u2019\u00e9gard du produit de l\u2019\u00e9rable, le rouge-orang\u00e9 vif, les variations typographiques et le symbole \u00e9voque un nouveau type d\u2019\u00e9rabli\u00e8re souhaitant rassembler un auditoire plus jeune. Le positionnement de marque \u00ab Le monde formidable de l\u2019\u00e9rable \u00bb sugg\u00e8re d\u2019ailleurs une philosophie fond\u00e9e sur la d\u00e9couverte, l\u2019abondance et le plaisir.<\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">D\u00e9clin\u00e9 dans deux boutiques et un comptoir, le concept emploi principalement des structures en mandrins de carton recycl\u00e9s inspir\u00e9s \u00e0 la fois de la succession des troncs d\u2019une for\u00eat d\u2019\u00e9rables et de la typologie de la traditionnelle cabane en bois rond. En accord avec le positionnement, l\u2019intention d\u2019AANAGRAM dans l\u2019am\u00e9nagement de l\u2019espace comptoir est de proposer une exp\u00e9rience immersive de la marque dans un espace tr\u00e8s restreint et dans un contexte de cohabitation de march\u00e9 alimentaire. Plut\u00f4t que d\u2019\u00e9tablir le comptoir en p\u00e9riph\u00e9rie, il forme un \u00e9l\u00e9ment central en retrait afin de permettre aux clients de p\u00e9n\u00e9trer dans l\u2019espace. L\u2019\u00e9talage en tubulaire de m\u00e9tal permet d\u2019organiser l\u2019offre en cat\u00e9gories allant de la recette la plus classique \u00e0 la plus inventive.<span class=\"\\"Apple-converted-space\\"\">\u00a0<\/span><\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">La t\u00f4le corrugu\u00e9e utilis\u00e9e en t\u00eate d\u2019enseigne et sur le pr\u00e9sentoir amovible sur mesure fait \u00e9galement r\u00e9f\u00e9rence aux mat\u00e9riaux modestes historiquement employ\u00e9s pour la construction de ce type de b\u00e2timent. Les luminaires sur-mesure en cannes d\u2019aluminium ainsi que les appliqu\u00e9s d\u2019un rouge-orang\u00e9 vif au sol qui prennent la forme de flaques de \u00ab sirop \u00bb s\u2019inspirent d\u2019\u00e9l\u00e9ments banals, mais construisent un univers sp\u00e9cifique \u00e0 \u00c9rablement Bon. Ces \u00e9l\u00e9ments caract\u00e9ristiques insufflent \u00e0 l\u2019univers de la marque cr\u00e9\u00e9 par AANAGRAM, un esprit vif et ludique.<\/span><\/p>\n","en":"<p class=\"\\"p1\\"\"><strong><span class=\"\\"s1\\"\">Incorporating a<\/span><span class=\"\\"s2\\"\"> modern touch<\/span><span class=\"\\"s1\\"\"> into a Quebec classic<\/span><\/strong><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">Despite the undeniable popularity of maple products in Quebec, the same traditional recipes and <\/span><span class=\"\\"s3\\"\">methods<\/span><span class=\"\\"s1\\"\"> can be found on the market from one sugar bush to another with a few exceptions. This is what led a young entrepreneur, maple syrup producer Julien Dupasquier, to adopt an alternative position thanks to a creative culinary approach and the addition of out-of-season harvest allowing him to develop new aromatics.<\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">Julien initially named his company La coul\u00e9e Suisse because of his father\\\u2019s origins. A few years later, he called AANAGRAM to lead a strategic exercise aimed at repositioning the company. The main observation: the differentiator lies <\/span><span class=\"\\"s3\\"\">within<\/span><span class=\"\\"s1\\"\"> unique and original recipes, while the Swiss heritage had no tangible impact on the menu and did not resonate favorably in a market with a strong cultural heritage. AANAGRAM therefore developed an integrated brand platform which included brand identity, visual identity, product packaging, promotional material as well as the store concept and counter space.<\/span><\/p>\n<p class=\"\\"p3\\"\"><span class=\"\\"s1\\"\">The challenge in formulating the new brand was to marry the nostalgia of the traditional codes of the<\/span> <span class=\"\\"s1\\"\">sugar shack with the contemporary culture of<span class=\"\\"Apple-converted-space\\"\">\u00a0 <\/span>gourmet dessert<\/span><span class=\"\\"s3\\"\">s<\/span><span class=\"\\"s1\\"\">. The popular notion of \u201cartisan<\/span><span class=\"\\"s3\\"\">al<\/span><span class=\"\\"s1\\"\">\u201d<span class=\"\\"Apple-converted-space\\"\">\u00a0<\/span><i> <\/i>local products suggests traditional methods of production and this is often reflected in brands projecting a folk spirit. Some components might refer to elements of the past, but the attitude is resolutely progressive.<\/span><\/p>\n<p class=\"\\"p1\\"\"><span class=\"\\"s1\\"\">While the new nominal identity demonstrates the esteem for the maple product, the bright red-orange, the typographic variations and the symbol evoke a new type of <\/span><span class=\"\\"s3\\"\">sugarbush<\/span><span class=\"\\"s1\\"\"><i> <\/i>wishing to <\/span><span class=\"\\"s3\\"\">gather<\/span><span class=\"\\"s1\\"\"> a younger audience. The brand positioning \u201cThe wonderful world of maple\u201d suggests a philosophy based on discovery, abundance and pleasure.<\/span><\/p>\n<p class=\"\\"p1\\"\"><span class=\"\\"s1\\"\">Available in two shops and a <\/span><span class=\"\\"s2\\"\">food counter<\/span><span class=\"\\"s1\\"\">, the concept mainly uses structures made of recycled cardboard <\/span><span class=\"\\"s3\\"\">tubes <\/span><span class=\"\\"s1\\"\">inspired by both the succession of <\/span><span class=\"\\"s3\\"\">tree <\/span><span class=\"\\"s1\\"\">trunks in a maple forest and the typology of the traditional log cabin. In keeping<\/span> <span class=\"\\"s1\\"\">with the positioning, AANAGRAM\u2019s intention <\/span><span class=\"\\"s3\\"\">for<\/span><span class=\"\\"s1\\"\"> the layout of the counter space is to offer an immersive brand experience in a very limited space and in <\/span><span class=\"\\"s2\\"\">a food market context.<\/span><span class=\"\\"s1\\"\"> Rather than establishing the counter at the periphery, it forms a recessed central element to allow customers to enter the space. The tubular metal display makes it possible to organize<\/span><span class=\"\\"s2\\"\"> the products<\/span><span class=\"\\"s1\\"\"> into categories ranging from the most classic recipe to the most inventive.<\/span><\/p>\n<p class=\"\\"p1\\"\"><span class=\"\\"s1\\"\">The corrugated sheet metal used at the top of the sign and on the custom-made removable display also refers to the modest materials historically used for the construction of this type of building. The custom-made <\/span><span class=\"\\"s3\\"\">pendant light fixtures<\/span><span class=\"\\"s1\\"\"> made of aluminum <\/span><span class=\"\\"s3\\"\">maple <\/span><span class=\"\\"s1\\"\">cans<i>,<\/i> as well as the bright red-orange appliqu\u00e9s on the <\/span><span class=\"\\"s3\\"\">floor<\/span><span class=\"\\"s1\\"\"> which take the form of puddles of \u201csyrup\u201d are inspired by banal elements, but build a universe specific to \u00c9rablement Bon. These characteristic elements infuse the brand<\/span><span class=\"\\"s3\\"\">s<\/span><span class=\"\\"s1\\"\"> universe, created by AANAGRAM, with a lively and playful spirit.<\/span><\/p>\n","original":""},"jury_text":[{"category":3404,"fr":"","en":"","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":3404,"cat_id_laureat":3894,"laureat":"Grand Laur\u00e9at"},{"cat_id":3404,"cat_id_laureat":3893,"laureat":"Laur\u00e9at Platine"}],"contest_id":"97334","contest_title":"GRANDS PRIX DU DESIGN \u2013 16e \u00e9dition","firms":[{"name":"Studio AANAGRAM","website":"https:\/\/aanagram.ca\/","category":"","category_tax":2747,"category_label":"Designer d'int\u00e9rieur"},{"name":"Spacia","website":"https:\/\/spacia.ca\/","category":"","category_tax":2751,"category_label":"Entrepreneur g\u00e9n\u00e9ral"},{"name":"Archex","website":"https:\/\/archex.ca\/","category":"","category_tax":2754,"category_label":"Manufacturier"},{"name":"AMPM Luminaires","website":"https:\/\/ampmlighting.com\/","category":"","category_tax":2754,"category_label":"Manufacturier"},{"name":"Lamcom Technologies","website":"https:\/\/www.lamcom.ca\/","category":"","category_tax":2754,"category_label":"Manufacturier"},{"name":"Planifitech","website":"http:\/\/www.planifitech.com\/","category":"","category_tax":2753,"category_label":"Ing\u00e9nierie"}],"user":{"email":"marieeve@aanagram.ca","first_name":"Marie-Eve","last_name":"Fortin"},"doc_texts_web":{"fr":"<p class=\"\\\"p1\\\"\"><strong>Incorporer un peu de modernit\u00e9 dans un classique qu\u00e9b\u00e9cois<\/strong><\/p>\n<p class=\"\\\"p2\\\"\">Malgr\u00e9 la popularit\u00e9 ind\u00e9niable des produits d\u2019\u00e9rable au Qu\u00e9bec, on retrouve sur le march\u00e9 les m\u00eames recettes et proc\u00e9d\u00e9s traditionnels d\u2019une \u00e9rabli\u00e8re \u00e0 l\u2019autre \u00e0 quelques exceptions pr\u00e8s. C\u2019est ce qui a men\u00e9 un jeune entrepreneur, l\u2019ac\u00e9riculteur Julien Dupasquier, \u00e0 adopter une position alternative gr\u00e2ce \u00e0 une approche culinaire d\u00e9coinc\u00e9e et \u00e0 l\u2019addition de coul\u00e9es hors saison lui permettant de d\u00e9velopper des aromates in\u00e9dits.<span class=\"\\\"Apple-converted-space\\\"\">\u00a0<\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">Julien baptise\/nomme initialement son entreprise La coul\u00e9e Suisse en raison des origines de son p\u00e8re. Quelques ann\u00e9es plus tard, il fait appel \u00e0 AANAGRAM pour mener un exercice strat\u00e9gique visant \u00e0 repositionner l\u2019entreprise. Le principal constat : le diff\u00e9renciateur r\u00e9side dans les recettes uniques et originales, alors que l\u2019h\u00e9ritage suisse n\u2019avait aucun impact tangible sur le menu et ne r\u00e9sonnait pas favorablement dans un march\u00e9 poss\u00e9dant un fort h\u00e9ritage culturel. AANAGRAM d\u00e9veloppe donc une plateforme de marque int\u00e9gr\u00e9e qui comprenait l\u2019identit\u00e9 nominale, l\u2019identit\u00e9 visuelle, les emballages de produit, le mat\u00e9riel promotionnel ainsi que le concept boutique et espace comptoir.<span class=\"\\\"Apple-converted-space\\\"\">\u00a0<\/span><\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">Le d\u00e9fi dans la formulation de la nouvelle marque \u00e9tait de marier la nostalgie des codes traditionnels de la cabane \u00e0 sucre avec la culture contemporaine du dessert gourmet. La notion \u00ab artisanale \u00bb populaire pour les produits du terroirs sugg\u00e8re des m\u00e9thodes traditionnelles de production et cela se refl\u00e8te souvent avec des marques projetant un esprit folklorique. Certaines composantes font manifestement r\u00e9f\u00e9rences \u00e0 des \u00e9l\u00e9ments du pass\u00e9 mais l\u2019attitude se veut r\u00e9solument progressiste.<\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">Alors que la nouvelle identit\u00e9 nominale d\u00e9montre tout l\u2019estime port\u00e9 \u00e0 l\u2019\u00e9gard du produit de l\u2019\u00e9rable, le rouge-orang\u00e9 vif, les variations typographiques et le symbole \u00e9voque un nouveau type d\u2019\u00e9rabli\u00e8re souhaitant rassembler un auditoire plus jeune. Le positionnement de marque \u00ab Le monde formidable de l\u2019\u00e9rable \u00bb sugg\u00e8re d\u2019ailleurs une philosophie fond\u00e9e sur la d\u00e9couverte, l\u2019abondance et le plaisir.<\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">D\u00e9clin\u00e9 dans deux boutiques et un comptoir, le concept emploi principalement des structures en mandrins de carton recycl\u00e9s inspir\u00e9s \u00e0 la fois de la succession des troncs d\u2019une for\u00eat d\u2019\u00e9rables et de la typologie de la traditionnelle cabane en bois rond. En accord avec le positionnement, l\u2019intention d\u2019AANAGRAM dans l\u2019am\u00e9nagement de l\u2019espace comptoir est de proposer une exp\u00e9rience immersive de la marque dans un espace tr\u00e8s restreint et dans un contexte de cohabitation de march\u00e9 alimentaire. Plut\u00f4t que d\u2019\u00e9tablir le comptoir en p\u00e9riph\u00e9rie, il forme un \u00e9l\u00e9ment central en retrait afin de permettre aux clients de p\u00e9n\u00e9trer dans l\u2019espace. L\u2019\u00e9talage en tubulaire de m\u00e9tal permet d\u2019organiser l\u2019offre en cat\u00e9gories allant de la recette la plus classique \u00e0 la plus inventive.<span class=\"\\\"Apple-converted-space\\\"\">\u00a0<\/span><\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">La t\u00f4le corrugu\u00e9e utilis\u00e9e en t\u00eate d\u2019enseigne et sur le pr\u00e9sentoir amovible sur mesure fait \u00e9galement r\u00e9f\u00e9rence aux mat\u00e9riaux modestes historiquement employ\u00e9s pour la construction de ce type de b\u00e2timent. Les luminaires sur-mesure en cannes d\u2019aluminium ainsi que les appliqu\u00e9s d\u2019un rouge-orang\u00e9 vif au sol qui prennent la forme de flaques de \u00ab sirop \u00bb s\u2019inspirent d\u2019\u00e9l\u00e9ments banals, mais construisent un univers sp\u00e9cifique \u00e0 \u00c9rablement Bon. Ces \u00e9l\u00e9ments caract\u00e9ristiques insufflent \u00e0 l\u2019univers de la marque cr\u00e9\u00e9 par AANAGRAM, un esprit vif et ludique.<\/span><\/p>\n","en":"<p class=\"\\\"p1\\\"\"><strong><span class=\"\\\"s1\\\"\">Incorporating a<\/span><span class=\"\\\"s2\\\"\"> modern touch<\/span><span class=\"\\\"s1\\\"\"> into a Quebec classic<\/span><\/strong><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">Despite the undeniable popularity of maple products in Quebec, the same traditional recipes and <\/span><span class=\"\\\"s3\\\"\">methods<\/span><span class=\"\\\"s1\\\"\"> can be found on the market from one sugar bush to another with a few exceptions. This is what led a young entrepreneur, maple syrup producer Julien Dupasquier, to adopt an alternative position thanks to a creative culinary approach and the addition of out-of-season harvest allowing him to develop new aromatics.<\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">Julien initially named his company La coul\u00e9e Suisse because of his father\\\u2019s origins. A few years later, he called AANAGRAM to lead a strategic exercise aimed at repositioning the company. The main observation: the differentiator lies <\/span><span class=\"\\\"s3\\\"\">within<\/span><span class=\"\\\"s1\\\"\"> unique and original recipes, while the Swiss heritage had no tangible impact on the menu and did not resonate favorably in a market with a strong cultural heritage. AANAGRAM therefore developed an integrated brand platform which included brand identity, visual identity, product packaging, promotional material as well as the store concept and counter space.<\/span><\/p>\n<p class=\"\\\"p3\\\"\"><span class=\"\\\"s1\\\"\">The challenge in formulating the new brand was to marry the nostalgia of the traditional codes of the<\/span> <span class=\"\\\"s1\\\"\">sugar shack with the contemporary culture of<span class=\"\\\"Apple-converted-space\\\"\">\u00a0 <\/span>gourmet dessert<\/span><span class=\"\\\"s3\\\"\">s<\/span><span class=\"\\\"s1\\\"\">. The popular notion of \u201cartisan<\/span><span class=\"\\\"s3\\\"\">al<\/span><span class=\"\\\"s1\\\"\">\u201d<span class=\"\\\"Apple-converted-space\\\"\">\u00a0<\/span><i> <\/i>local products suggests traditional methods of production and this is often reflected in brands projecting a folk spirit. Some components might refer to elements of the past, but the attitude is resolutely progressive.<\/span><\/p>\n<p class=\"\\\"p1\\\"\"><span class=\"\\\"s1\\\"\">While the new nominal identity demonstrates the esteem for the maple product, the bright red-orange, the typographic variations and the symbol evoke a new type of <\/span><span class=\"\\\"s3\\\"\">sugarbush<\/span><span class=\"\\\"s1\\\"\"><i> <\/i>wishing to <\/span><span class=\"\\\"s3\\\"\">gather<\/span><span class=\"\\\"s1\\\"\"> a younger audience. The brand positioning \u201cThe wonderful world of maple\u201d suggests a philosophy based on discovery, abundance and pleasure.<\/span><\/p>\n<p class=\"\\\"p1\\\"\"><span class=\"\\\"s1\\\"\">Available in two shops and a <\/span><span class=\"\\\"s2\\\"\">food counter<\/span><span class=\"\\\"s1\\\"\">, the concept mainly uses structures made of recycled cardboard <\/span><span class=\"\\\"s3\\\"\">tubes <\/span><span class=\"\\\"s1\\\"\">inspired by both the succession of <\/span><span class=\"\\\"s3\\\"\">tree <\/span><span class=\"\\\"s1\\\"\">trunks in a maple forest and the typology of the traditional log cabin. In keeping<\/span> <span class=\"\\\"s1\\\"\">with the positioning, AANAGRAM\u2019s intention <\/span><span class=\"\\\"s3\\\"\">for<\/span><span class=\"\\\"s1\\\"\"> the layout of the counter space is to offer an immersive brand experience in a very limited space and in <\/span><span class=\"\\\"s2\\\"\">a food market context.<\/span><span class=\"\\\"s1\\\"\"> Rather than establishing the counter at the periphery, it forms a recessed central element to allow customers to enter the space. The tubular metal display makes it possible to organize<\/span><span class=\"\\\"s2\\\"\"> the products<\/span><span class=\"\\\"s1\\\"\"> into categories ranging from the most classic recipe to the most inventive.<\/span><\/p>\n<p class=\"\\\"p1\\\"\"><span class=\"\\\"s1\\\"\">The corrugated sheet metal used at the top of the sign and on the custom-made removable display also refers to the modest materials historically used for the construction of this type of building. The custom-made <\/span><span class=\"\\\"s3\\\"\">pendant light fixtures<\/span><span class=\"\\\"s1\\\"\"> made of aluminum <\/span><span class=\"\\\"s3\\\"\">maple <\/span><span class=\"\\\"s1\\\"\">cans<i>,<\/i> as well as the bright red-orange appliqu\u00e9s on the <\/span><span class=\"\\\"s3\\\"\">floor<\/span><span class=\"\\\"s1\\\"\"> which take the form of puddles of \u201csyrup\u201d are inspired by banal elements, but build a universe specific to \u00c9rablement Bon. These characteristic elements infuse the brand<\/span><span class=\"\\\"s3\\\"\">s<\/span><span class=\"\\\"s1\\\"\"> universe, created by AANAGRAM, with a lively and playful spirit.<\/span><\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/erablement-bon\/","en":"https:\/\/int.design\/en\/projects\/erablement-bon\/"},"titles":{"fr":"\u00c9rablement Bon","en":"\u00c9rablement Bon"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project\/100089","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/media?parent=100089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}