LG2's Ashton rebranding merges modern and traditional design

Background

Ashton is the first restaurant chain in the country to specialize in poutine – it’s been serving the iconic dish since 1969. However, as the decades passed, both Ashton’s image and its restaurants remained frozen in time. In 2022, two young entrepreneurs with a vision of expansion acquired the 23 locations of this beloved Quebec brand. The new owners faced major challenges: stagnant sales figures, outdated restaurants, an aging clientele and the need to recruit younger workers. It quickly became clear that Ashton’s brand image and experience needed to be revitalized, and in that process, the hardest part was curating the brand's design history. Figuring out what should be celebrated and keep versus what were only echoes of trends from past decades.

Design Elements

The new brand experience blends modernity with Ashton’s traditional history, modernizing classic diner elements in tribute to snack bar culture. Chez Ashton was rebranded as Ashton, with a new typographic signature to emphasize the indulgent nature of its poutine. The lower-case "a" aims to make the brand friendlier and reflect the change in ownership. 

We refreshed the original colours and built on the brand's iconic white take-out bag for the packaging. Our new collection of items has a modern retro vibe and meets today's restaurant ambitions and needs for recyclable packaging. We aimed to make the design elements timeless, enhancing the original serif with a fresher, fuller touch. The iconic slogan "FRAIS.VRAI" (meaning fresh and real) highlights the focus on freshness and prompted us to update the colour scheme. Inspired by the original neon stripe's full-colour spectrum, we introduced shades that add depth while maintaining a retro, comforting feel.

The illustrated characters, made in collaboration with artist Charles Turcotte, are based on Ashton’s earliest logo and are used in new merchandise. Also, in pure retro fashion, the kid's menu features a classic paper dinner hat. The red lines flowing through the entire architecture appear on the athletic socks. Patches on caps and beanies are inspired by their vintage employee tag name. The stripes are an interpretation of the multiple lines of neon lighting that Ashton used on its restaurant exteriors in the mid-70s. Now a key brand element, the three red stripes live throughout the graphic system, from the new packaging to the socks. It’s also been incorporated into the interior details, with the stripes running along the customer path and on the furniture. The primary rationale behind integrating the reds and curved edges was to create an experience as comforting and memorable as Ashton’s poutine. What gives this particular project a unique take in the fast food sphere is the attention to detail on all touch points at all scales, from the building to the milkshake packaging, lighting and custom hot dog box. No stone was left unturned.

Results

Renovations, with an emphasis on design elements and strategic updates that enhance the overall customer experience, have led to increased traffic and sales. The new layout improves flow and accessibility and reduces wait-times. This includes efficient ordering stations, clear signage and intuitive traffic patterns. Updating menu boards and displays to make them more visually appealing and easier to read helps customers make quicker decisions. Renewing the image of an iconic brand with a strong sense of belonging brings its own set of sensitivities. To avoid falling into the trap of trends and individual preferences, each choice is inspired by the brand's unique DNA. The result is a 100% renewed restaurant that retains its authenticity, winning over even the most traditional fans. There was a 40% increase in visits to Ashton’s newly-designed website within 30 days of launch.