Ashton

Ashton is the oldest poutine chain in Canada. It’s been proudly serving real poutine since 1969, but the brand’s image and restaurants have remained frozen in this era. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 branches of the beloved Quebec chain. With this came a series of daunting challenges: sales were stagnant, the restaurants were outdated, the clientele was aging and recruiting younger generations was difficult. The brand needed some new life, so we completely revamped its brand universe.

The entire experience was updated with a perfect blend of modernity and traditions rooted in Ashton’s history.

In tribute to snack bar culture, all the classic codes of diners were integrated with a modern twist. We created a bespoke typographic signature inspired by the generous, indulgent nature of Ashton dishes, refreshed the brand’s signature red colour and updated the menu while paying homage to the chain’s origins. The colours are rich, the shapes are flowing and curved, and the triple stripes inspired by the brand’s iconic neon lighting connect the system’s touchpoints, from new packaging to stripes on socks. The packaging conveys the brand’s new, modern momentum while echoing its retro heritage and meeting the new demands of the fast-food industry (more environmentally friendly packaging, more distinctive bags for online ordering and takeout, etc.).