Redefining Veal for Canada and Beyond
Launching a new meat brand in a competitive food category, Montpak’s challenge was to position Famille Fontaine, the first national veal brand, as a standout across Canada and the US. The objective: create a naming and design strategy that resonated in both markets while driving sales in a category with minimal merchandising standards.
We crafted the Famille Fontaine brand to appeal to bilingual markets, targeting active young adults and parents seeking high-quality, ready-to-cook meals. The packaging was designed to differentiate the brand visually and emphasize freshness, a key purchasing factor.
The distinctive purple tray immediately stood out on shelves, paired with a viewing window to highlight the veal’s freshness. This bold design approach created consistency across stores and elevated the brand’s presence. The messaging reinforced quality and approachability, ensuring strong connections in both Canadian and American markets.
The launch exceeded expectations, with Costco reporting a 40% sales increase compared to generic veal. Famille Fontaine became the first pan-Canadian veal brand, with its innovative packaging praised as a game-changer for the industry.
