mandate
With its 35th anniversary just around the corner,
Cochon Dingue wanted to revamp its brand
while staying true to its roots.
The beloved restaurant chain
had seen a number of iterations
over the years.
1979
1980
1987
1994
1998
2004
2004
2008
background
LMG has a long history of working with Groupe Restos Plaisirs, the restaurant group that owns Cochon Dingue. This definitely wasn’t our first plate of steak frites !
843«Restos Plaisirs»
projects
in 10 years
the challenge
Deliver a new take on an aging brand without sacrificing authenticity or brand awareness. And convince the founding owners that it was time to brave some new horizons !
the solution
Unify and strengthen the brand with a clear, concise identity.
182pig
sketches
A fun and friendly identity system with a bolder colour palette
Bring out the friendliness and Frenchness of the brand
Draw on turnofthecentury French poster art for the typography
18phrases
«dingue»
working with the client
The founder of Cochon Dingue had always delighted in typically French expressions. Having sprinkled them throughout his restaurants from the beginning, he was keen to integrate them into the new visual identity.
Today you’ll find them on the menu, the tableware, and the stair risers.