Brand refresh for a natural and organic food retailer

Caserne refreshed the brand identity for Avril Supermarché, Canada’s fastest-growing natural and organic food retailer, as it entered a new phase of growth. The goal was to evolve the brand without losing the credibility and standards that made it trusted, while making it more accessible to a younger generation. Caserne built the new system around Avril’s existing growth symbol, expanding it into a modular device used across touchpoints. A brighter colour palette, warm yet authoritative typography, and bold illustration helped create a cohesive and flexible identity. Rolled out across 13 stores, private-label packaging, loyalty platforms, and the brand’s first campaign, the project repositioned Avril as a more open, inclusive, and forward-looking retailer.