Boisbriand, April 1, 2008 —Commensal is taking advantage of the official opening of its brand-new restaurant, situated at the Faubourg Boisbriand, 3470 Avenue des Grandes Tourelles, to introduce its refined, vibrant, lively new image and its new interior design. This important update is the first step in a major overhaul started a year ago in anticipation of increased development of the chain and its products, which will involve investments of between $5 million and $10 million in coming years.

Le Commensal flies its new colours

Nutritious, ethical, organic, and conscientious, the Commensal brand targets consumers who are convinced that their health starts with what they eat. Bright, invigorating, stimulating colours are harmonized around a strong signature with a significant message: Commensal, a Taste of Life! The new image, a perfect match with the Commensal philosophy, features original ingredients with little processing, and always very natural. These elements are represented by earth brown and soft green, while the orange represents the sunshine in Commensal’s dishes. Eating healthily means becoming full of energy and overflowing with vitality.

Commensal’s cuisine comes straight from nature and is just as generous. To convey this, the typography is rounded, portraying both a love of food and refinement. Eating healthily also means eating with pleasure, with appetite, until one is hungry. The elongated silhouette in motion on the logo personifies an individual in action, who thinks and acts according to his or her own values.
 

This change of image was produced by the agency Zoum Armada, which specializes in brand architecture and commercialization. “We had the pleasure of developing a brand that is associated more closely than ever with way of life that encourages healty diet and physical exercise, responsible behaviour, being concerned about the environment, and sustainable development,” explained Elisabeth Deschesnes, president of Zoum Armada. “What could be more interesting than to recreate and update a brand to match these life values, which, as we know, are more and more present at all levels of society.”

Boisbriand, home of the new Commensal restaurant concept

All of the changes made to the brand are being introduced in the new Boisbriand restaurant, which features a trendier, friendlier ambience. The customer pathway has been completely rethought in terms of the self-serve (or buffet) format that Commensal customers know and appreciate. Customers will continue to be in charge of their comings and goings, but they will find more in the restaurant. New functionalities and the addition of products and services, including a wine bar (offering some organic wines) and filtered water and carbonated water servers, are among the novelties. The architecture and design firm LEMAYMICHAUD was chosen to design the new Commensal restaurant.

Grocery products

In coming months, all of the Commensal packaged products available in the prepared and frozen foods sections of supermarkets will also feature components of the new brand. The new packaging will be highly visible to consumers. The most important nutritional values will be found on top of the packaging.

About Commensal

Commensal is a real pioneer in the vegetarian restaurant sector and healthy prepared foods in Quebec.  With its Ready-to-eat-well ™ approach, Commensal offers 7 restaurants (6 in Quebec and 1 in Ontario), a line of products for food services, and almost 50 prepared foods sold under the Commensal^TM brand in some 800 points of sale in Quebec. Designed for the pleasure of eating healthy, Commensal products, in addition to being vegetarian, are cooked with selected ingredients with no artificial trans fats, preservatives, or artificial colorants or flavours. The company uses only GMO-free ingredients, thus meeting the criteria required by organic certification. All Commensal soups, frozen foods, seasoned vege meals, and spreads have been approved by the Heart and Stroke Foundation of Canada’s Health Check^TM program. The packaging is made from 100% recycled paper. The company, verified by Ecocert Canada, meets the needs of consumers concerned with healthy nutrition.

For more information on Commensal or on Zoum Armada, please visit www.commensal.com or www.zoumarmada.com.

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NOTE: A virtual visit to the new restaurant in Boisbriand and photographs are available at the following URL:  http://www.commensal.com/en/qui/photo-gallery/default.idigit 
or http://www.commensal.com/en/qui/retail-food/default.idigit.

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