Challenge
Consumer priorities have shifted, with Montréalers choosing to eat better, shop locally, and reduce their environmental footprint. With over 15 year-round locations, Marchés Publics de Montréal (MPM) connects communities directly to regional growers and producers. MPM is expanding its collection of locally sourced packaged goods with a new line of granola bars m ade from ingredients sourced within its network. The challenge is to design this packaging, celebrating Montréal’s terroir and commitment to local production.
Solution
Primal centers on a bold and recognizable visual identity. The typography is designed as a strong standalone mark, communicating the strength and energy at the core of the brand. A palette of lighter yet vibrant colors creates contrast, allowing the animal illustrations to stand out while keeping the overall look lively and engaging.The illustration system features simplified, bold depictions of predators, reinforcing the concept of “the beast within.” Designed to work both on the packaging and as independent brand assets, the illustrations strengthen recognition across the brand while their exposed teeth and sharp forms emphasize instinct, power, and raw energy.
