Avril Supermarché
A New Standard for Healthy Living
Client
Avril Supermarché
Year
2025
Description
Avril, Canada’s fastest-growing natural and organic food retailer, is entering a new phase of growth with the launch of a revitalized brand identity. The objective was clear: evolve the brand without compromising the high standards that built its credibility, while making it more accessible to a new generation of consumers.
Credits
Copywriting
Julie Desrochers, Alexandre Emond-Turcotte
Logo Refinement
Coppers and Brasses
Illustration
Mathieu Dionne
Photography
Jodi+Alex
Motion design
Charles Desmarais
Production
Parade
Photo Retouching
Visual Box / UNDER APPROVAL
3D
Alexis Quesnel
Description
The project was guided by one principle: open up the brand without diluting it. In a category often perceived as rigid or intimidating, the challenge was to reassure loyal customers while welcoming new audiences, without pressure or compromise.
The identity solution came from the brand itself. Avril’s already iconic growth symbol was amplified to become the foundation of the entire system. Reimagined as a modular and flexible device, it now extends across every touchpoint, embodying the idea that meaningful change happens one step at a time.
Supported by a brighter color palette, typography that balances authority with warmth, and a bold, generous illustration language, the refreshed identity forms a cohesive, flexible and instantly recognizable system.
Rolled out across Avril’s 13 stores, private-label products, loyalty platforms and first brand campaign, this evolution goes beyond a visual refresh. It marks a confident strategic repositioning, grounding the brand in expertise while making it more open, inclusive and forward-looking.
