Némeau

Agence : Lebeau & Lebon

A whole new brand reinventing the fish market experience, Némeau specialises in high quality products ranging from common species to exclusive imports from Quebec’s Great North. With a non compromising approach to service and quality, the brand sets out to break the idea we have of the good ol’ fish market and become THE reference in it’s industry. Némeau delivers a whole new “Ocean’s experience”.

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The Challenge

As a totally new brand in a market that’s perceived as anything but innovative, Némeau had to strike the imagination and position itself as a game changer. Because it also gave itself the mission of making customers discover unique products without alienating the more conservative crowd, the brand had no choice but to create a whole new buying experience at every contact point between brand an client.

The Actions

Through a brand identity echoing epic Victorian explorers like Jules Verne’s Captain Nemo himself, we scaffolded a simple but efficient marketing system based on 4 “degrees of exploration”. This structure helps returning clients migrate from “safe” entry-level products to more “daring” high-end choices. The other building block of the brand was the in-store experience. We created a unique and striking architecture that keeps consumers exploring the space, the products and in the end, the global “Ocean’s experience”.

The Results

More than a fish shop, Némeau is what we like to call the Apple Store of fish markets. The brand now has an identity that reflects the game changer it is and a buying experince that’s putting it in a class of its own. A strong brand that sets the foundation for ambitious commercial results and national expansion.

The Credits

Account Direction // Carole Vézina
Strategy // Claudia Lefebvre
Cretive Direction // Jonathan Lebeau
Creative Writing // Alain Roberge + Jonathan Lebeau
Art Direction // Jonathan Lebeau
Environmental Design // Jean DeLessard
Production // Karine Gaudreau
Photography // Studio Bruhmuller

Evolutive commercialisation system based on consumer taste profiles.

Némeau

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