Relais Boréale - "Relais Boréale Flagship Boutique"

LG2

LG2 Montréal, Canada

Awards

2890

Brand: Relais Boréale
Country: Canada

Advertiser: Les Brasseurs du Nord

Title	Relais Boréale Flagship Boutique
Agency	LG2
Campaign	Relais Boréale Flagship Boutique
Advertiser	Les Brasseurs du Nord
Brand	Relais Boréale
Date of First Broadcast/Publication	2018
Business Sector	Beers, Ciders, Lagers
Philosophy	Founded in the late 80s in the north of Quebec, Boréale is the pioneer of the Quebec microbrewing movement. Over the years, the proliferation of microbreweries, combined with the declining interest of young beer drinkers who weren’t around for Boréale’s golden years, resulted in a steady sales decline and loss of the company’s fan base. For Millennials, the appeal of nature and the desire to disconnect and enjoy life’s simplicities have become an aspirational luxury. With its philosophy and vision, Boréale is a perfect match: celebrating the great natural spaces of Quebec by brewing beers without artifice, composed exclusively of natural ingredients. This was the inspiration for the new brand positioning, “Celebrate life naturally” – a nod to Boréale’s heritage and authenticity, to the call of the wild, the thirst for freedom and the rejection of the superficial. To generate relevance with this new target while staying true to the brand’s faithful consumer base, a new brand identity, a new brand architecture and a communication campaign were the first orders of business for Boréale. Another initiative to win back the hearts of Quebecers and lend credibility to the brand was Le Relais Boréale: a boutique space incorporated into the brewery as a way to bring the brand experience to life in a physical environment. Launched last spring, the Relais Boréale has been a tremendous success. The business hours have been extended, and there are often lineups right at opening. There is so much demand that consumers are requesting Boréale open additional boutiques throughout Quebec. Stationed on a major artery to “The North,” the Relais, meaning “rest stop” in French, is also a place where we can fill up, as well as share a few beers and some good times with friends at the cottage. Offering a direct view of the brewery, the boutique enables visitors to discover the brand’s expertise firsthand. The space was designed to create an intuitive journey for visitors, immersing them in the world of Boréale from the moment they arrive and throughout their entire visit. To further highlight the brand's commitment to nature, we opted for a mix of local and natural materials such as oak, concrete and plywood. In addition, a tasting wall featuring the various beers as well as several exclusivities creates an occasion to learn more about Boréale’s culture and the beer-making process. There is also an opportunity to shop a selection of clothing, drinkware and accessories right on-site.
Media Type	Packaging, Branding & Design
Client Marketing Director	Érika Godbout
Agency Account Director	Vanessa Dicaire
Agency Account Manager	Annie Woang
Agency Strategic Planner	Marc-André Fafard
Executive Creative Director	Claude Auchu
Creative Director	David Kessous
Creative	Marie-Pier Gilbert
Creative	Sophie Valentine
Copywriter	Philippe Coulombe
Agency Print Producer	Fréderic Graf
Project Manager	Mélanie Thérien
Illustrator	Rafael Sottolichio
Editor	Joanie Évrard
Architect	Hélène Fortin
Print Production Director	Louis Dorval