Clark updated its logo and packaging to achieve a new balance between heritage and shelf growth. The Canadian brand of canned beans and ready-to-eat meals dates back to 1877 and has secured a firm place in Quebec kitchens. The brand is part of the Aliments Ouimet / Cordon Bleu Foods group, upholds a long culinary tradition, and is paving the way for new product lines, including a more gourmet legume-based segment. This move required a visual identity capable of preserving the brand’s heritage while opening the door to new audiences, including those outside Quebec.
The Montreal-based agency LG2 developed the project. The core objective was to refresh Clark’s presentation without breaking with the brand’s history. The previous logo already conveyed a culinary vibe, but looked cluttered. The word CLARK ran along an arc; the white serif letters were given shadows and darkened edges, and beneath the name ran the line PROUDLY MADE HERE with a lily and the French phrase FIÈREMENT DE CHEZ NOUS. Against the old background, the entire design seemed heavy. In the new version, the logo became smoother and more serene. The bulk was gone, the arc disappeared, the font retained its serifs, but the design became cleaner. The background changed to a rich dark blue, and William Clark’s signature was added to the logo, reinforcing the brand’s heritage.
The changes are most evident on the packaging. LG2 has developed a system that distinguishes different product lines and flavors through expanded color palettes and clearer shelf navigation. The labels feature a soft, photographic style reminiscent of 1970s cookbooks. White beans inspire the label shapes, and the copy plays on the product’s theme, adding a lighthearted touch to the brand. The previous packaging looked solid but relied on familiar mass-market techniques, including safe fonts, shadows, banner shapes, and a predictable layout. The new system takes these familiar elements and refines them into a more cohesive and mature look.
The company doesn’t stray from its roots or hide the brand’s age. On the contrary, the brand draws on its long history but presents it in a form suited to this new phase. The logo has become cleaner, the packaging is richer in color and more flexible in structure, and the entire line looks like a single family with just the right degree of differentiation between products.